Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh

This study aims to measure the impact of brand equity on customer satisfaction on the Smartphone in Chittagong, Bangladesh. While conducting this study, the research adopted a model questionnaire for the purpose of doing a survey. In this study 300 respondents have been surveyed, where respondents are the university’s student of Chittagong. This study examined the brand equity dimensions developed by David Aaker. A number of statistical tools such as correlation and regression analysis have been applied to analyze the collected data from the survey. Statistical software SPSS (version- 22) has been used to make this analysis. The findings of the study reflect that the brand equity dimension such as brand awareness, brand association, perceived quality, brand loyalty have a significant impact on the consumers purchase decisions.

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The Impact of Brands on Consumer Buying Behavior

International Journal of Research in Business and Social Science (2147-4478) ◽

10.20525/ijrbs.v5i4.551 ◽

2016 ◽

Vol 5 (4) ◽

pp. 1-16 ◽

Cited By ~ 2

Author(s):

Ulas Akkucuk ◽

Javed Esmaeili

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decisions ◽

Brand Name ◽

Buying Behavior ◽

Brand Association ◽

The Impact

The aim of this research is to understand the factors behind smartphone purchase decisions of consumers. Nowadays companies make use of various strategies in order to attract new customers, retain existing customers and differentiate their products from those of their competitors. Perhaps, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the “brand name” of the products. Our aim in this paper is to investigate how smartphone brands can influence consumers’ buying decisions. Brand equity is a set of brand assets and liabilities linked to a brand name and symbol, which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to interpret and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including perceived quality, brand awareness, brand association and brand loyalty. The study involved a questionnaire administered to 171 smartphone consumers between December 2015 and March 2016. The consumers were chosen by convenience sampling among the students from a prestigious university in the Istanbul district of Turkey. Our findings indicate that a majority of the smartphone buyers’ decisions are mainly influenced by brand loyalty and brand awareness. Perceived quality and brand association do not seem to influence purchase decisions for the sample of this study.

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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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PENGARUH FAKTOR EKUITAS MEREK TERHADAP KEPUTUSAN PEMBELIAN SABUN DETERJEN MEREK RINSO DI KELURAHAN LAYANA INDAH KOTA PALU

Jurnal Ilmu Manajemen Universitas Tadulako (JIMUT) ◽

10.22487/jimut.v1i1.4 ◽

2015 ◽

Vol 1 (1) ◽

pp. 15-22

Author(s):

Suriani Labolo ◽

Maskuri Sutomo ◽

Rahmat Mubaraq

Keyword(s):

Sample Size ◽

Brand Equity ◽

Significant Influence ◽

Brand Loyalty ◽

Sampling Technique ◽

Brand Awareness ◽

Purchase Decision ◽

Quality Perception ◽

Purposive Sampling ◽

Brand Association

The research aims to analyze the influence of brand equity that consists of brand awareness, quality perception, brand association, and brand loyalty, on customer purchase decision to buy Rinso at Layana Indah Village in Palu. Sample size of the study is 72 respondents who selected through purposive sampling technique. The results indicate that all variables, namely brand awareness, quality perception, brand association, and brand loyalty simultaneously have significant influence on customer purchase decision. The Adjusted R square of 0.527 indicates that brand equity has 52,7 percent of the variability of customer purchase decision, while 47,3 percent influenced by other variables that are not studied. Partially, all variables have positive and significant influence on customer purchase decision to buy Rinso detergent. Tujuan penelitian ini adalah untuk mengetahui pengaruh ekuitas merek yang terdiri atas kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek terhadap keputusan pembelian produk deterjen merek Rinso di Kelurahan Layana Indah Kota Palu. Sampel dalam penelitian ini sebanyak 72 orang dengan teknik penarikan sampel menggunakan purposive sampling. Hasil penelitian menunjukan bahwa secara simultan variabel ekuitas merek yang terdiri dari kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek memiliki pengaruh signifikan terhadap keputusan konsumen sehingga apabila variabel ekuitas merek diterapkan secara baik maka keputusan pembelian juga akan meningkat, dengan nilai adjusted R square 0.527, artinya bahwa ekuitas merek berpengaruh terhadap keputusan pembelian sebesar 52.7 % dan sisanya sebesar 47.3 % dipengaruhi oleh variabel lain yang tidak diteliti. Secara parsial variabel kesadaran merek, persepsi kualitas, asosiasi merek dan loyalitas merek berpengaruh signifikan terhadap keputusan pembelian dalam menggunakan produk sabun deterjen merek Rinso.

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Impact of Sales Promotion’s Benefits on Brand Equity: An Empirical Investigation

Global Business Review ◽

10.1177/0972150918794977 ◽

2018 ◽

Vol 19 (6) ◽

pp. 1663-1680 ◽

Cited By ~ 1

Author(s):

Somesh Kumar Sinha ◽

Priyanka Verma

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Empirical Investigation ◽

Positive Influence ◽

Sales Promotion ◽

Brand Awareness ◽

Brand Association ◽

Equation Modelling ◽

Research Findings ◽

The Impact

Sales promotion is known for providing additional benefits to the consumers and these benefits may have an impact on the development of consumer-based brand equity. Although previous studies have reported a positive influence of sales promotion on brand equity, but the impact of sales promotion’s benefits (i.e., hedonic and utilitarian benefits) on brand equity is less understood. This study examined the possible influence of sales promotion’s hedonic and utilitarian benefits on four components of brand equity (i.e., brand awareness, brand association, perceived quality and brand loyalty). A model is proposed to show the relations between sales promotion’s benefits and component of brand equity. This study includes a sample of 265 consumers of fast-moving consumer goods from Madhya Pradesh state in India. A covariance based structure equation modelling technique was used for data analysis and interpretation. Research findings revealed that the utilitarian benefit of sales promotion has maximum impact on brand loyalty, while the hedonic benefit of sales promotion has maximum impact on brand association. It provides a way of utilizing the benefits of sales promotion to create and support brand equity. Hedonic benefits of sales promotion can be utilized to make consumers associated with the brand, while utilitarian benefits of sales promotion can be utilized to enhance a repeat purchase of the brand.

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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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Brand Equity and Purchase Decisions on French Fries Product in Indonesia

Jurnal Organisasi dan Manajemen ◽

10.33830/jom.v16i2.955.2020 ◽

2020 ◽

Vol 16 (2) ◽

pp. 146-157

Author(s):

Junifer Mentari ◽

Abel Gandhy ◽

Doni Sahat Tua Manalu ◽

Sri Y.K Hardini

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Sampling Technique ◽

Perceived Quality ◽

French Fries ◽

Brand Awareness ◽

Purchase Decisions ◽

Brand Associations ◽

Packaging Design ◽

Brand Association

This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

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PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY, DAN BRAND LOYALTY TERHADAP CUSTOMER PURCHASE DECISION

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v3i1.3506 ◽

2019 ◽

Vol 3 (1) ◽

pp. 176

Author(s):

Cindy Chandra ◽

Keni Keni

Keyword(s):

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decision ◽

Purchase Decisions ◽

Online Data ◽

Probability Sampling ◽

Positive Effects ◽

Brand Association ◽

Convenience Sampling

Penelitian ini bertujuan untuk mendapatkan bukti empiris mengenai pengaruh brand awareness, brand association, perceived quality, dan brand loyalty terhadap customer purchase decision. Populasi dalam penelitian ini adalah para konsumen bubble tea. Penelitian ini dibatasi pada konsumen salah satu bubble tea di Jakarta. Metode Pengambilan sampel menggunakan non probability sampling dengan teknik convenience sampling. Sampel dalam penelitian ini berjumlah 156 responden. Metode pengumpulan data dilakukan dengan menyebarkan kuesioner secara online. Teknik analisis data menggunakan metode analisis regresi ganda. Hasil dari penelitian menunjukkan bahwa brand awareness dan brand association secara parsial tidak berpengaruh terhadap customer purchase decision, sedangkan perceived quality dan brand loyalty berpengaruh positif terhadap customer purchase decision. Pengaruh perceived quality terhadap customer purchase decision dapat menunjukkan bahwa perusahaan bubble tea telah memberikan kualitas produk yang terjamin sesuai dengan harapan para konsumennya. Selain itu, pengaruh brand loyalty terhadap customer purchase decision menunjukkan konsumen merupakan konsumen yang memiliki loyalitas tinggi, meskipun dihadapkan berbagai alternatif pilihan yang lebih unggul tetap melakukan pembelian ulang. This study aims to obtain empirical evidence about the effect of brand awareness, brand association, perceived quality, and brand loyalty on customer purchase decisions. The population in this study were bubble tea consumers. This research is limited to consumers one of bubble tea in Jakarta. The sampling method uses non probability sampling with convenience sampling technique. The sample in this study amounted to 156 respondents. Data collection method is done by distributing questionnaires online. Data analysis techniques using multiple regression analysis methods. The results of the study indicate that brand awareness and brand association have no partial effect on customer purchase decisions, while perceived quality and brand loyalty have positive effects on customer purchase decisions. The effect of perceived quality on customer purchase decisions can show that bubble tea companies have provided guaranteed product quality in accordance with the expectations of their consumers. In addition, the effect of brand loyalty on customer purchase decisions shows that consumers are consumers who have high loyalty, although faced with a variety of alternative choices that are superior, they still make repeat purchases.

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Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽

10.1177/0972622517702187 ◽

2017 ◽

Vol 16 (1) ◽

pp. 45-59 ◽

Cited By ~ 2

Author(s):

Rajesh Sharma

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Brand Associations ◽

Four Dimensions ◽

Global Brands ◽

Brand Association ◽

The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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ANALISIS KUALITAS KESADARAN MEREK, ASOSIASI MEREK, DAN LOYALITAS KONSUMEN MI INSTAN

Jurnal Manajemen Maranatha ◽

10.28932/jmm.v18i2.1621 ◽

2019 ◽

Vol 18 (2) ◽

pp. 115-126

Author(s):

Yohanes Billy Somantri ◽

Leonita Martha Atmadjaja

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decision ◽

Brand Associations ◽

Purchasing Decision ◽

Brand Association ◽

Quality Perceptions ◽

Instant Noodles

In this study the respondents involved are consumers who make a purchase at one of Supermarket in Bandung. The goal of the study was to show brand awareness, quality perceptions, brand associations and brand loyalty that ultimately affect the purchase decision of instant noodles at the supermarket. The results of the study showed that brand awareness, perceived quality, brand association and brand loyalty has affect simultaneously in making the decision of purchasing. The conclusion of the study showed that instant noodles that are not top brand such as sarimi, has brand equity like instant noodle of the top brand. Keywords: Brand Awareness; Brand Equity Brand Loyalty, Perceived Quality; Purchasing Decision

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RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

International Journal of Service Management and Sustainability ◽

10.24191/ijsms.v1i1.6033 ◽

2019 ◽

Vol 1 (1) ◽

pp. 58 ◽

Cited By ~ 1

Author(s):

Fadilah Siali ◽

Pang Jiayi ◽

Mahani Mohammad Abdul Shakur ◽

Siti Aisyah Ya'kob

Keyword(s):

Brand Equity ◽

Brand Loyalty ◽

Perceived Quality ◽

Brand Awareness ◽

Purchase Decision ◽

Fashion Industry ◽

Urban Streets ◽

Brand Association ◽

Equity Model ◽

The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear.

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