The Effect of the Title Sponsorship of Kolon·Hana Bank the 51st Korea Open Golf Championship on Brand Image, Brand Identification, Brand Attitude and Purchase Intention

2009 ◽  
Vol 20 (2) ◽  
pp. 308-324
Author(s):  
박찬규
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Identification

Relationship among China’s country image, corporate image and brand image

2019 ◽  
Vol 2 (1) ◽  
pp. 34-49 ◽  
Author(s):  
Qingji Fan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Corporate Image ◽  
Country Image ◽  
Chinese Enterprises ◽  
Content Type ◽  
Four Dimensions ◽  
Theoretical Evidence ◽  
Positive Effect

Purpose The purpose of this paper is to investigate the effect of China’s image as a country on consumers’ evaluations of brands. Drawing on the literature pertaining to country images and country-of-origin effect, a research model was developed to evaluate country image, corporate image and brand image. Design/methodology/approach To test the model and investigate the effects of country, corporate and brand image on brand attitude and purchase intention, a survey was conducted that examined Korean consumers’ attitudes toward well-known Chinese brands. Findings China’s country image was found to comprise four dimensions: political image, economic image, citizen image and country relationship image. Country image had a direct positive effect on brand attitude, and through brand attitude, country image had an indirect positive effect on purchase intention. Corporate image and brand image had a positive effect on brand attitude and a direct positive effect on purchase intention. In addition, country image had a positive effect on corporate image, while through corporate image, country image had an indirect positive effect on brand image. Originality/value These findings not only offer theoretical evidence for research on China’s country image, but also provide empirical evidence to support the “going global” strategies of Chinese enterprises.

scholarly journals How Muslim Youth Community Brand Sells Merchandise Case: Shift Youth Movement

2021 ◽  
Vol 14 (1) ◽  
pp. 89-108
Author(s):  
Nurrani Kusumawati ◽  
◽  
Dzikry Arrahim
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Brand Image ◽  
Perceived Quality ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Identification ◽  
Youth Movement ◽  
Brand Knowledge ◽  
Brand Satisfaction

Abstract. Shift is a Muslim youth movement community in Indonesia. As one of the Islamic Brand in Indonesia, Shift starts selling the merchandise to broaden the brand. However, selling the brand's merchandise is not easy work to do. A couple of factors might affect customer purchase intention, such as brand loyalty and brand image. This research aims to find a strategy on how Islamic Brand sell merchandises. This study will discuss several variables, such as brand knowledge, brand satisfaction, brand identification, brand image, brand loyalty, and perceived quality to purchase intention. The data collection uses the questionnaire as the method and analyses it on Partial Least Square Structural Equation Modeling (PLS-SEM). The questionnaires are distributed by online platforms with sample size of 436 respondents who knew about Shift Brand and Shift's Merchandise. The outcomes are brand knowledge, brand satisfaction, brand identification, influence brand image and brand loyalty. Brand loyalty has a positive impact on purchase intention; however, brand image and perceived quality insignificant impact purchase intention. The Shift must develop a strategy to strengthen brand knowledge, brand satisfaction, and brand identification; therefore, it can increase brand loyalty, leading to purchase intention. Keywords: Brand loyalty, brand image, perceived quality, purchase intention, Islamic brand, and partial least square.

scholarly journals THE INFLUENCE OF BRANDED WEB SERIES TOWARDS PURCHASE INTENTION OF TELECOMMUNICATION PROVIDER (CASE STUDY: XL AXIATA)

2021 ◽  
Vol 3 (9) ◽  
pp. 313-333
Author(s):  
Gabriel Audelia Martiawan
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Brand Attitude ◽  
Brand Awareness ◽  
Short Film ◽  
Marketing Communication ◽  
Online Questionnaire ◽  
Web Series ◽  
The Relationship

The branded web series is one of the latest innovations in the field of the online video advertisement. Unlike advertisements in general that offer products explicitly, branded web series is a form of branded entertainment in the form of a short film format which is packaged into several episodes in the duration of about 5-15 minutes and placed on YouTube. This research aims to know the influence of branded web series on the purchase intention of XL as a telecommunication provider after watching the branded web series Memilih Maju. 138 data were collected through an online questionnaire and analyzed using the PLS-SEM method to assess the relationship between entertainment, informativeness, irritation, advertising value, brand awareness, brand attitude, brand image, and flow toward purchase intention. The results show that entertainment and informativeness have a positive and significant correlation with advertising value, advertising value has a positive and significant correlation with brand attitude, brand awareness, and brand image, brand awareness has positive and significant result with brand image, brand attitude positively significant towards purchase intention, lastly brand image positively significant with brand attitude. Moreover, this research is expected to provide benefits for readers, PT. XL Axiata Tbk., and marketers to develop marketing communication in the form of branded web series.

scholarly journals Factors Influencing Core Brand Attitude and Consumer Perceptional Fit in the Pandemic Era and Their Implications for Purchase Intention Toward Extended Product

2021 ◽  
Vol 3 (2) ◽  
pp. 455-468
Author(s):  
Boby Arinto ◽  
Agauta Aprilio
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Quantitative Research ◽  
Brand Image ◽  
Equation Model ◽  
Brand Attitude ◽  
Communication Tools ◽  
Quantitative Research Methods ◽  
Brand Association ◽  
Core Brand

Challenges faced by people in today's pandemic conditions are the dependence on the internet and communication tools because all the processes of work from home or school from home activities are done online. In addition to the stable and strong internet connection, the use of reliable communication equipment tools became a must and people were looking for a brand that suited this need. However, it turns out that a strong brand in the electronics industry has not guaranteed success when doing brand extension in the category of communication tools. This is experienced by Sharp, a leading electronics manufacturer from Japan.This research aims to find out whether core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit, have an influence on purchase intention toward extended product in the case of Brand Sharp on its communication device product, the Sharp Aquos Zero 2 Smartphone. Quantitative research methods have been conducted using online questionnaires to respondents who are over 17 years old and know sharp electronic products, have owned their products and have seen sharp Aquos Zero 2 reviews but have never bought the product. The structural equation model (SEM) method was used to analyze these 6 research hypotheses.The result was a positive relationship between core brand image, core brand attitude, brand association, product connection, use experience, and consumer perceptional fit on purchase intention toward extended product smartphone. However, on the other hand, the core brand image and use experience variables have no influence on core brand attitude.

Sign in / Sign up

Export Citation Format

Share Document