The Impact of Brand Equity on Customer Brand Preference & Purchase Intention: With Special Reference to Automobile Industry in Sri Lanka

2020 ◽  
Author(s):  
A. R. N. Silva ◽  
P. M. P. Fernando
Keyword(s):  
Sri Lanka ◽  
Special Reference ◽  
Brand Equity ◽  
Automobile Industry ◽  
Purchase Intention ◽  
Brand Preference ◽  
The Impact

scholarly journals Impact of Brand Equity on Consumer Brand Preference and Brand Purchase Intention

2019 ◽  
Vol 15 (1) ◽  
pp. 138-148
Author(s):  
Muhammad Adnan Bashir ◽  
Keyword(s):  
Conceptual Framework ◽  
Sample Size ◽  
Product Differentiation ◽  
Brand Equity ◽  
Preliminary Analysis ◽  
Purchase Intention ◽  
The Other ◽  
Brand Preference ◽  
Convenience Sampling ◽  
The Impact

Product  differentiation  has  become  a  difficult  task  for  the  marketers  because  of  the  increasing number of brands in the market. It is also noted that, the product differentiation which gets it basis from the brand i.e. brand equity, turns out to be more effective than others. This is the reason why the marketers are emphasizing more on strengthening the brand equity of a brand. A conceptual framework was constructed to measure the impact brand equity has from all the other components under  brand  equity.  Furthermore,  consumer  brand  preference  and  consumer’s  brand  purchase  intention were also studied along with the effects of brand equity on them. The sample size was chosen 385 and it was quite responsive; only 5% of them did not respond. The prior studies were used in developing the constructs by making sure their applicability and validity in recent times. Likert scale was used in the questionnaire to get the answers from respondents. The data was collected on the basis of convenience sampling. Model was analyzed completely after conducting the preliminary analysis. Then hypotheses were analyzed on basis of regression which ruled out only one out of seven. 

Role of Brand experience in Fashion brands

2019 ◽  
Vol 118 (1) ◽  
pp. 57-64
Author(s):  
G. Aiswarya ◽  
Dr. Jayasree Krishnan
Keyword(s):  
Factor Analysis ◽  
Purchase Intention ◽  
Great Influence ◽  
Brand Experience ◽  
Brand Preference ◽  
Mediating Role ◽  
Confirmatory Factor ◽  
Selling Strategies ◽  
The Impact

Traditionally the products were pushed into the hands of customers by production and selling strategies; then the marketing strategy evolved which gained momentum by understanding the customer needs and developing products satisfying those needs. This strategy is most prevalent and what should be done to stand up in this most competitive scenario? The answer to this key question is to create an experience. The customers now also seek good experiences than other benefits. Brand experience has gained more attention, especially fashion brands. Previous studies demonstrate the role of the brand experience in brand equity and other consumer behavior constructs. But very little is known about the impact of brand experiences on fashion brands. The aim of this study is to develop a model which makes our understanding better about the role of Brand preference and Brand experience and its influence on purchase intention of the brand. An initial exploratory study is conducted using a focus group to generate items for the study. The items, thus generated are prepared in the form of a questionnaire and samples were collected.  Exploratory factor analysis is conducted and the reliability of the constructs is determined. These constructs are loaded onto AMOS to perform Confirmatory factor analysis. The results confirmed the scales used. We also noticed that Brand preference has a great influence on the Brand experience. Thereby the finding supports the role of the brand experience which tends to have a mediating role in influencing the purchase intention.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

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

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. 

scholarly journals MOBILE PHONE BRAND EQUITY AND PURCHASE INTENTION: THE MEDIATING EFFECT OF BRAND PREFERENCE

2020 ◽  
Vol 8 (11) ◽  
pp. 95-99
Author(s):  
F. B. Kennedy ◽  
Sewanthy
Keyword(s):  
Mobile Phone ◽  
Brand Equity ◽  
Purchase Intention ◽  
Positive Impact ◽  
Mediating Effect ◽  
Primary Data ◽  
Research Report ◽  
Research Approach ◽  
Brand Preference ◽  
Convenience Sample

The mobile phone industry is one of the major technological-based area that the fastest growing industry in the overall world. The purpose of the research report was to find out how the brand preference effect as a mediating variable between brand equity and purchase intention. According to the study, the researcher investigated the level, relationship, and impact of those variables. The study mainly considering the primary data and secondary data. Structured questionnaire was used as the method of data collection and there are 31 research questions. Among them five questions are consist with personal information of the respondent and other twenty-six questions are research information. The five likerts point scale was used which ranging from “strongly agree” to “strongly disagree”. It has been conducted a pilot test to test the reliability of the questionnaire and all the questions are reliable. Collected data were analyzed using SPSS computer package having the univariate and bivariate analysis. A sample of 204 respondents was selected for the study from mobile phone users in Trincomalee district Town and Gravets area. Convenience sample method used to make the sampling frame of the study and also quantitative research approach used for this study. The finding of the study reveals that the brand equity, brand preference and purchase intention were in high level among mobile phone users in Trincomalee district Town and Gravets area. There were high positive relationship among brand equity, brand preference and purchase intention in mobile phone users in Trincomalee district Town and Gravets area. The final objective showed that the positive impact of brand equity on purchase intention, positive impact of brand equity on brand preference and purchase intention, positive impact of brand preference on purchase intention and brand equity and brand preference positively impact on purchase intention. The mediating analysis reveals partial mediation by brand preference the relationship between brand equity and purchase intention.

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