Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

Vitor Azzari; Anderson Pelissari

doi:10.15728/bbr.2020.17.6.4

Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

Brazilian Business Review ◽

10.15728/bbr.2020.17.6.4 ◽

2020 ◽

Vol 17 (6) ◽

pp. 669-685

Author(s):

Vitor Azzari ◽

Anderson Pelissari

Keyword(s):

Brand Equity ◽

Purchase Intention ◽

Hypothesis Test ◽

Ordinary Least Squares ◽

Perceived Quality ◽

Mediating Effect ◽

Three Dimensions ◽

Brand Awareness ◽

Equation Modeling

This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users. The theoretical hypothesis test was performed by structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers’ purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers.

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Influence factors of customer-based brand equity: A study on China mobile phone industry

International Journal of Financial Engineering ◽

10.1142/s2424786320500504 ◽

2021 ◽

pp. 2050050

Author(s):

Wenqiu Guo ◽

Liying Zhou

Keyword(s):

Customer Satisfaction ◽

Mobile Phone ◽

Brand Equity ◽

Customer Loyalty ◽

Structural Equation ◽

Perceived Quality ◽

Mediating Effect ◽

Strategic Decision ◽

Brand Awareness ◽

Equation Modeling

Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.

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The Influence of Brand Equity Elements on Purchase Decision and Its Imlication on Customer Loyalty

10.31227/osf.io/vztdh ◽

2019 ◽

Author(s):

Lingga Binangkitsari ◽

Sulistiono

Keyword(s):

Brand Equity ◽

Customer Loyalty ◽

Significant Influence ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Purchase Decision ◽

P Value ◽

Brand Association

This research aims to determine how the influence of brand equity elements (brandawareness, brand association, perceived quality, and brand loyalty) to purchase decision andtheir impact on consumer loyalty PT. Garuda Indonesia in Bogor City. This research usedexogenous variables (brand awareness, brand association, perceived quality and brandloyalty) and endogenous variables (purchase decision and costumer loyalty). The samplemethod that used in this research was Roscoe. With 100 respondents selected are people whohave been used the inflight services of Garuda Indonesia. This research data is processedusing AMOS 22 for structural equation modeling analysis.The results of this research showsthat brand awareness has a positive and significant influence to purchase decision, brandassociation has a positive and significant impact to purchase decision, perceived quality hasa positive and significant influence to purchasie decision, brand loyalty has a positive andsignificant influence to purchase decision, and purchase decision has a positive andsignificant impact on customer loyalty. Because all variables show the result of t-count orCritical Ratio (C.R.) ≥ 1.96 or p value ≤ 0.05 which means the hypothesis is accepted.Keyword: Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty,Purchase Decision, Customer Loyalty

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FAKTOR PENENTU BRAND EQUITY DAN PENGARUHNYA PADA PURCHASE INTENTION

Jurnal Manajemen ◽

10.31937/manajemen.v13i1.1710 ◽

2021 ◽

Vol 13 (1) ◽

pp. 1-22

Author(s):

Evo Sampetua Hariandja ◽

Aurellia Adeline ◽

Ferdinandus Eric ◽

Yossel Christopher

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Quantitative Research ◽

Perceived Quality ◽

Brand Awareness ◽

Validity And Reliability ◽

Brand Reputation ◽

Relationship Of ◽

The Relationship

Abstract- This study aims to determine the effect of brand popularity on brand loyalty, brand awareness, perceived quality and brand reputation among Etude House Indonesia users. Other objective of this study are to t he effect of brand loyalty, brand awareness, perceived quality and brand reputation on brand equity. The effect of brand equity on purchase intention To address the objectives of the study, a quantitative research design was implemented by distributing the questionaires to 360 Etude House Indonesia users and implementing the intruments that fulfilled the validity and reliability test requriements. The data were analyzed by SEM SmartPLS 3. The findings revealed that there was an effect of Brand popularity affects brand awareness, perceived quality, and brand reputation. Other results show that the counrry of brand origin affects brand loyalty, brand awareness and brand perceived quality. Also, Brand equity is determined by brand loyalty and brand reputation. While Brand equity has a significant effect on purchase intention. In addition, brand equity also impacts on purchase intention. However, in this study the relationship of brand popularity to brand loyalty, the effect of country of brand origin on brand reputation, the effect of brand awareness on brand equity and the effect of perceived quality on brand equity is not supported in hypothesis testing. Keywords: Brand Popularity; Country of Brand Origin; Brand Loyalty, Brand Awareness; Perceived Quality; Brand Reputation; Brand Equity; Purchase Intention

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KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

Jurnal Manajemen dan Pemasaran Jasa ◽

10.25105/jmpj.v4i1.486 ◽

2011 ◽

Vol 4 (1) ◽

pp. 51

Author(s):

Dedi Hidayah

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Structural Equation ◽

Brand Image ◽

Perceived Quality ◽

Brand Awareness ◽

Primary Data ◽

Equation Modeling ◽

Store Brand ◽

Retail Market

As the retail market is still emerging on the last decade, naturally, the competition among players becoming more challenging. Empowering all the resource of the organization as added values would be the strategy to win the targeted market. Brand equity is one of valuable assets of the company since its ability to gain market share against these rivals, and the ability to keep customers by building brand loyalty which can in turn reduce marketing costs. The purpose of doing this study is to explore the interrelation of four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in modern store industry, and improve the conceptualization of customer-based modern store brand equity. The research design used in this study is the hypotheses testing. The type of relationship between the variables in this study is the co relational research, because the researchers are interested in explaining the important variables related with the problems. The hypothesis testing was done by using Structural Equation Modeling (SEM) with the support of Amos version 7.0. This study is using primary data. The data was collected by questionnaire technique, by giving the written statements to the respondents. And then, the respondents gave their feedback about the statements given. The answers have been available. Keywords: Brand awareness, brand loyalty, perceived quality and brand image

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Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

International Journal of Business and Management ◽

10.5539/ijbm.v11n4p265 ◽

2016 ◽

Vol 11 (4) ◽

pp. 265 ◽

Cited By ~ 1

Author(s):

Jamshid Jafari Drabjerdi ◽

Masoud Arabi ◽

Maryam Haghighikhah

Keyword(s):

Brand Equity ◽

Dairy Products ◽

Structural Equation ◽

Perceived Quality ◽

Brand Awareness ◽

Equation Modeling ◽

Explanatory Role ◽

Effective Factors ◽

Brand Association ◽

Monetary Promotions

Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.

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THE IMPACT OF BRAND EQUITY TO PURCHASE INTENTION (CASE STUDY FROM IPHONE USERS IN MAKASSAR)

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v5i1.8696 ◽

2021 ◽

Vol 5 (1) ◽

pp. 1

Author(s):

Gita Gabriella ◽

Sonny Sonny

Keyword(s):

Quantitative Analysis ◽

Customer Satisfaction ◽

Brand Equity ◽

Brand Loyalty ◽

Purchase Intention ◽

Perceived Quality ◽

Brand Awareness ◽

Coefficient Of Determination ◽

Purposive Sampling ◽

The Impact

Penelitian ini dilatarbelakangi oleh meningkatnya persaingan di pasar ponsel cerdas. Terlepas dari popularitas iPhone ketika perusahaan memperkenalkan iPhone untuk pertama kalinya pada tahun 2007, iPhone telah mengalami persaingan ketat dari produsen smartphone lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek dan kepuasan pelanggan terhadap niat beli konsumen produk iPhone. Elemen ekuitas merek yang digunakan dalam penelitian ini adalah kesadaran merek, kualitas persepsi, kepuasan pelanggan, dan loyalitas merek. Penelitian ini dilakukan dengan menyebarkan kuesioner kepada sembilan puluh enam responden dengan menggunakan purposive sampling. Responden adalah orang yang saat ini menggunakan produk iPhone. Data dianalisis dengan menggunakan analisis kuantitatif. Analisis kuantitatif terdiri dari uji validitas dan reliabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dengan uji F dan uji t, serta analisis koefisien determinasi (R). Dari hasil penelitian dapat disimpulkan, bahwa kepuasan pelanggan dan loyalitas merek merupakan elemen utama konsumen membeli merek iphone. Sedangkan kesadaran merek dan kualitas persepsi tidak berpengaruh dalam faktor pembelian. This research is motivated by the increasing competition in the smartphone market. Despite the popularity of the iPhone when the company introduced the iPhone for the first time in 2007, the iPhone has experienced stiff competition from other smartphone manufacturers. This study aims to determine the effect of brand equity and customer satisfaction on consumer purchase intentions of iPhone products. The elements of brand equity used in this study are brand awareness, perceived quality, customer satisfaction, and brand loyalty. This research was conducted by distributing questionnaires to ninety-six respondents using purposive sampling. Respondents are people who currently use iPhone products. Data were analyzed using quantitative analysis. Quantitative analysis consists of validity and reliability tests, classical assumption tests, multiple regression analysis, hypothesis testing with the F test and t test, and analysis of the coefficient of determination (R). The results of research can be concluded that customer satisfaction and brand loyalty are the main elements of consumers buying the iPhone brand. Meanwhile, brand awareness and perceived quality has no effect on purchasing factors.

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The role of brand equity in increasing buying interest

Management Science Letters ◽

10.5267/j.msl.2021.3.009 ◽

2021 ◽

pp. 1999-2010

Author(s):

Gita Sugiyarti ◽

Aris Mardiyono

Keyword(s):

Structural Equation Modeling ◽

Brand Equity ◽

Structural Equation ◽

Brand Image ◽

Sales Promotion ◽

Brand Awareness ◽

Equation Modeling ◽

Significant Positive Effect ◽

Positive Effect

This study aims to analyze the effect of brand awareness, brand image and sales promotion on brand equity and consumer buying interest. The population of this study was all Swalayan Ada customers in Indonesia. The sample was taken by 550 respondents. After processing with normalization of data, the sample is worth using as many as 265 respondents. Analysis tools using Structural Equation Modeling with AMOS 16 program. The findings show that brand awareness, brand image and sales promotion have a significant positive effect on consumer buying interest. Brand image and sales promotion and brand equity have a significant positive effect on buying interest while brand awareness has no significant effect on consumer buying interest.

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Mediating Role of Perceived Value on the Relationship Among Perceived Risks, Perceived Quality, and Purchase Intention of Private Label Brands

International Journal of Applied Management and Technology ◽

10.5590/ijamt.2021.20.1.04 ◽

2021 ◽

Vol 20 (1) ◽

Author(s):

Meenu Mathur ◽

Sanjeevni Gangwani

Keyword(s):

Purchase Intention ◽

Perceived Value ◽

Perceived Quality ◽

Private Label ◽

Equation Modeling ◽

Convenience Sample ◽

Perceived Risks ◽

Private Label Brands ◽

Risk Dimensions

In the current competitive retail market, retailers constantly strive to deliver products to consumers at a better value. Consumers are becoming more price sensitive but still seeking quality products. A retailer can establish value with a brand. Consequently, retailers are introducing their own private label brands (PLBs), which also differentiate their products from competitors. The role of perceived value in the purchase behavior of PLBs and its relationship with quality and various risk dimensions has received scant consideration in the retailing literature. Our study suggests perceived value is a mediating part in associations amid perceived quality, perceived risks, and purchase intention of PLBs. A structural equation modeling approach was adopted to test the proposed hypotheses with a convenience sample of 458 consumers of retail department stores obtained via a cross-sectional survey. The results demonstrate that the role of perceived value is vital in strengthening the association of consumer-perceived quality and purchase intention of PLBs as well as minimizing the consumer’s risks as they intend to buy PLBs. Overall, the study contributes to the emerging retail and consumer behavior literature regarding the role of perceived value in purchase intention of PLBs.

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EKUITAS MEREK BATIK BANGKALAN DAN RESEPSI MASYARAKAT MADURA

Kanal Jurnal Ilmu Komunikasi ◽

10.21070/kanal.v4i1.314 ◽

2016 ◽

Vol 4 (1) ◽

pp. 45

Author(s):

Raniawati Rachman

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Hypothesis Test ◽

Sampling Technique ◽

Perceived Quality ◽

Brand Awareness ◽

Test Results ◽

Linear Effect ◽

The Public ◽

Brand Association

The purpose of this study was to analyze and describe brand equity of Batik Bangkalan and analyze public reception of Madura batik, as well as to analyze and describe the influence of brand equity Batik Bangkalan - Madura towards public reception in Madura. This type of research was quantitative with an explanatory approach. The population in this research was society of Bangkalan Madura. Samples were taken from consumers who visit the center of batik gallery in Bangkalan - Madura amount 100 respondents. The sampling technique used accidental sampling. Technique of analyzing data used multiple linear regression analyzes to examine a causal relationship between the causes variables namely brand equity (X) towards the effect variable namely reception of Madura society (Y). Hypothesis test results showed that simultaneously brand equity consists of brand awareness, brand association, perceived quality and brand loyalty linear effect on society reception. Partially, that significantly influence the public reception was brand awareness while brand association, perceived quality and brand loyalty has no significant effect. Variables that dominant influence on the public reception was brand awareness.

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The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives

Research in World Economy ◽

10.5430/rwe.v12n2p302 ◽

2021 ◽

Vol 12 (2) ◽

pp. 302

Author(s):

Eyad Mustafa AL-Ghanem

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Pharmaceutical Companies ◽

Brand Association ◽

Study Population ◽

The Impact ◽

Moderating Role

This study aimed to identify the impact of the brand equity and its dimensions (brand awareness, brand association, perceived quality, and brand loyalty) of Global Pharmaceutical Companies on Prescriptions decisions of physicians in Jordan.The population of sample were the Jordanian physicians, the study tool was questionnaire, which was distributed to connivance sample (Physicians), the data was collected from (240) participants of study population, the data collected were analysed by using the Smart-PLS software.The study result is finding that statistically significant effect of the brand equity of global pharmaceutical companies on Prescriptions decisions of physicians in Jordan, and this effect was positiveGlobal pharmaceutical companies need to focus more on all study variables (dimensions of brand equity) because they have a role of enhancing the prescription decisions of physicians.

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