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.

scholarly journals The influence of eWOM valence on brand equity dimensions and on purchase intention

2021 ◽  
Vol 9 (8) ◽  
pp. 407-423
Author(s):  
Matheus Tardin ◽  
Anderson Soncini Pelissari
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Positive Impact ◽  
Equation Modeling ◽  
Brand Preference ◽  
Brand Quality ◽  
Confirmatory Factor

The purpose of this study is to explore the relationship between electronic word of mouth (eWOM) valence, consumer-based brand equity (CBBE) dimensions, and purchase intention. An online survey was conducted to collect the data, with a total of 209 valid responses. The study conducts a confirmatory factor analysis (CFA) and Structural Equation Modeling (PLS-SEM). Results provided support for role of eWOM valence in influencing the development of CBBE. Specifically, eWOM valence strongly influences consumer perception of brand quality. Perceived quality and brand preference have strong and positive impact on purchase intention, confirming the importance of brand equity in building purchase intention toward a brand. The study is one of the first to examine the effects of eWOM valence on CBBE dimensions, demonstrating the importance of eWOM valence in the building of brand equity.

scholarly journals INFLUENCE OF SENSORY STIMULI ON BRAND EXPERIENCE, BRAND EQUITY AND PURCHASE INTENTION

2017 ◽  
Vol 18 (1) ◽  
pp. 68-83 ◽  
Author(s):  
António C. MOREIRA ◽  
Nuno FORTES ◽  
Ramiro SANTIAGO
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Online Survey ◽  
Positive Impact ◽  
Sensory Stimulation ◽  
Brand Experience ◽  
Convenience Sample ◽  
Sensory Stimuli ◽  
Catering Industry ◽  
Managerial Implications

Sensory stimulation is used by various brands to induce desired behaviours among their customers. Although its effectiveness is recognised in business contexts, little research has been conducted on sensory marketing. In order to contribute to filling this gap, this study sought to build a model that explains how sensory stimulation influences intentions to purchase a brand. Brand experience and brand equity were expected to mediate this relationship. The empirical validation of the model was conducted by carrying out an online survey with a convenience sample of 302 customers of a brand of the catering industry. The data collected were processed using PLS-SEM methodology. The results reveal that sensory stimulation positively influences brand experience and brand equity, which, in turn, have a positive impact on intentions to purchase the brand in question. The relevant contributions that emerged from this study include not only bridging the aforementioned gap in the literature but also offering significant managerial implications.

scholarly journals What Killed HTC and Kept Apple Alive? Brand Sustainability Comparison of Two Asian Countries

2019 ◽  
Vol 11 (24) ◽  
pp. 6973 ◽  
Author(s):  
Massoud Moslehpour ◽  
Ka Yin Chau ◽  
Alaleh Dadvari ◽  
Ben-Roy Do ◽  
Victoria Seitz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Perceived Quality ◽  
Influential Factor ◽  
Primary Data ◽  
Equation Modeling ◽  
High Tech ◽  
Brand Preference ◽  
Two Samples

Although brand sustainability is found essential for brand survival, establishing it has remained challenging. Brand sustainability requires a strong association between brand equity and consumer values. The current study attempts to discover critical components involved that may influence Indonesian and Taiwanese consumers to purchase smartphones such as Apple and High-Tech Computer Corporation (HTC). Primary data collection was conducted to gather data through an online field survey. Following a quantitative approach, structural equation modeling (SEM) was used to examine the link between research constructs and the proposed hypotheses based on two samples of 202 and 217 respondents in Taiwan and Indonesia, respectively. Results represent significant and non-significant direct influences underlining the significance of perceived quality and brand preferences when testing brand equity effects on how consumers value different brands. While price premium is found to be the most influential factor that shapes the formation of purchase intention for Apple brands among both Taiwanese and Indonesian consumers, perceived quality is also affecting Taiwanese brand preference for HTC. Furthermore, prestige value is revealed to be a predictor of brand preference among Indonesian HTC consumers. Research findings have important implications for decision-makers to motivate purchase intentions of smartphone users toward specific brands. The insights provided by the findings will assist marketers in developing brand strategies that influence Taiwanese and Indonesian consumers’ purchases of Apple or HTC products.

Analysis of Natural Resources and Environment, Politico-Economic Conditions and their influences on Tourist Behavioural Intentions in Hunza: Mediating effect of Tourist Satisfaction

2020 ◽  
Vol 4 (4) ◽  
pp. 55-74
Author(s):  
Faqeer Muhammad ◽  
Kifayat Ullah ◽  
Rehmat Karim
Keyword(s):  
Natural Resources ◽  
Structural Equation ◽  
Positive Impact ◽  
Partial Least Square ◽  
Least Square ◽  
Mediating Effect ◽  
Economic Conditions ◽  
Primary Data ◽  
Equation Modeling ◽  
Tourist Satisfaction

This study aims to explore the influence of Natural Resources and Environment (NRE), Politico-Economic Conditions (PEC) on Tourist Behavioral Intension (TBI) in Hunza, Pakistan. The study further investigates the mediating role of Tourist Satisfaction (TS) on the given variables. Partial Least Square Structural Equation Modeling (PLS-SEM) technique has been applied to conceptualize the research frame and to test the proposed hypotheses. Primary data was collected by using convenient sampling technique for analysis from 220 tourists who visited tourism nucleus sites of Hunza. The finding of the study reveals that Natural resources and Environment, Politico-and Economic Conditions have a significant positive impact on Tourist’s Behavioral Intensions. Moreover, Tourist’s Satisfaction partially mediates the positive relationships among Natural Resources and Environment, Political & Economic Conditions and Tourist’s Behavioral Intensions. The findings of the study extend the understanding that presence of natural resources along with healthy environment and stable political & economic conditions of a destination are the key determinants for sustainable tourism development.

scholarly journals Consumers' Preference of Fast Food Items in Kathmandu Valley

NCC Journal ◽  
2019 ◽  
Vol 4 (1) ◽  
pp. 17-25
Author(s):  
Bharat Rai ◽  
Rajshree R Rawal
Keyword(s):  
Regression Analysis ◽  
Fast Food ◽  
Positive Impact ◽  
Pearson Correlation ◽  
Consumer Preference ◽  
Primary Data ◽  
Kathmandu Valley ◽  
Brand Preference ◽  
Independent Variables ◽  
Food Items

The main purpose of this study is to understand and evaluate the factors affecting consumer's preference of fast food items in Kathmandu Valley. Taste, price, ambience and location have been taken as independent variables and brand preference has been taken as dependent variable in the study. The study has been adopted the descriptive and causal research design. Samplesize has been taken 226 under the study. Primary data for the research has-been collected using structured questionnaire from fast food consumer within Kathmandu Valley of University students. To analyze the collected data, descriptive statistics, and Pearson correlation as well as regression analysis has been conducted to identify the relationship and effect between independent variables (taste, price, ambience and location) and dependent variable (consumer preference). SPSS has been used to process the data and to find the result of the data analysis. By the correlation analysis there is significant relationships between independent variables (taste, price, ambience and location) and dependent variable (brand preference). Based on regression analysis, taste, ambience and location have significant and positive impact on consumer preference for fast food items. It means consumers are much more concerned and aware about these factors while consuming the fast food. Similarly, price has less or no effect on consumer preference for fast food items for the respondents taken under the study.

The Influence of Perceived Innovation and Brand Awareness on Purchase Intention of Innovation Product — An Example of iPhone

2014 ◽  
Vol 11 (04) ◽  
pp. 1450026 ◽  
Author(s):  
Shwu-Ing Wu ◽  
Li-Pang Ho
Keyword(s):  
Mobile Phone ◽  
Purchase Intention ◽  
Negative Impact ◽  
Positive Impact ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Innovative Products ◽  
Innovation Product ◽  
3G Mobile Phone

As the number of mobile phone users has increased steadily in recent years, mobile phone manufacturers continuously compete to be the first to introduce innovative products to the market in the hope of gaining a larger market share. Currently, the innovation product has become the target of competition in the mobile phone industry. Thus, this study uses 3G mobile phone as an example, through literature review and empirical research to examine whether perceived innovation and brand awareness have a significant impact on the perceived quality, perceived value, and purchase intention toward innovation products. An analysis of 595 effective questionnaires produced five main findings: (i) consumer-perceived innovation has significant and positive impact on the perceived quality and purchase intention; (ii) brand awareness has significant and positive impact on the consumer-perceived quality; (iii) perceived quality has significant and positive impact on perceived value; (iv) consumer-perceived value has significant and positive impact on purchase intention; however, (v) consumer-perceived quality has significant and negative impact on purchase intention. Moreover, this study evidences that consumer-perceived innovation has higher effect on purchase intention than brand awareness. These results can provide useful information to mobile phone industry to carry out innovation planning and marketing strategy.

scholarly journals Customer-Perceived Value on Samsung and Apple Smartphone: A Comparative Study on Japanese and Bangladesh University Students

2021 ◽  
Keyword(s):  
Operating System ◽  
Value Chain ◽  
Brand Loyalty ◽  
Research Question ◽  
Research Result ◽  
Perceived Value ◽  
Primary Data ◽  
Research Approach ◽  
Brand Preference ◽  
Customer Perceived Value

Customer-perceived value constitutes at the core of competition of brands. This analysis is done in light of the case between Apple and Samsung over customer perceived value (CPV) on brands among the students of Japan and Bangladesh. Therefore, the main research question of this study is to compare brand preferences between Apple and Samsung among students of two countries. This study is followed by quantitative research approach. Both primary and secondary data were used in this research. Primary data were obtained through structured questionnaires given to respondents for in depth interview. Data were analyzed using statistical software: SPSS. The research result revealed that the brand loyalty is high among Apple users; hence Apple has a strong brand preference over Samsung among the students of Japan. In contrast, brand loyalty is high among Samsung users in Bangladesh since it has a strong brand preference over Apple because of open-sourced Android operating system and cheaper price of the product. The study has shown that the customer perceived value of Apple is higher than that of Samsung. The study also found that the brand image of Apple was relatively better as compared to that of Samsung in most of the traits studied especially in quality, price, operating system, and after sales service. This paper provides a comparative analysis on customer perceived value on brand of two giant smartphone companies and through this analysis it can be concluded that at present Samsung is the best brand for smartphone users in Bangladesh, in contrast, Apple is the leading brand in Japan to smartphone users. Keywords: Customer-Perceived Value, Brand Dentity, Value Chain, Competitive Analysis, Smartphone

scholarly journals The Influence Of Celebrity Endorsement In Instagram Towards Customer Behavior And Purchase Intention In Healthy Food Diet Business

2017 ◽  
Author(s):  
rendika nugraha
Keyword(s):  
Life Style ◽  
Purchase Intention ◽  
Positive Impact ◽  
Distribution Channel ◽  
Healthy Food ◽  
Primary Data ◽  
Equation Modeling ◽  
Celebrity Endorsement ◽  
Healthy Life ◽  
Healthy Life Style

Healthy life style has become a choice in the society especially in the big city where people tend to aware about the importance of consuming healthy food and implement healthy life style. This condition has a positive impact for those who run the business in food and beverage business especially with healthy food approach. Nowadays, smartphone or tablet already becomes part of people life that cannot be separated in daily activity. Driven by healthy life style and technological life style, 3 Skinny Minnies appears to be one of the player in providing healthy food to its customer and utilizing social media as distribution channel such as Instagram to promote their product. In promoting healthy life style by providing healthy food, 3 Skinny Minnies consistently utilize celebrity endorsement to become content of Instagram feeds. This research analyzes the effectiveness of celebrity as endorser in influencing purchase intention by attitude toward the brand using quantitative approach which, the primary data were collected from the respondents through online questionnaire. There were 274 respondents as a sample size of the research and through validity and reliability analysis that processed by statistical software using factor analysis and structural equation modeling. Based on the data analysis, it is found that celebrity endorsement has low influence on purchase intention even though the attitude toward the brand has significantly influence the customer. Hence, attitude toward the brand in this case has a direct influence on purchase intention. Thus, in order to win the competition, it is important to improve the way 3 Skinny Movies in promoting the products, so that the activities will be more effective in generating revenue.

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