scholarly journals THE EFFECT OF CO-BRANDING STRATEGY, BRAND EQUITY ON PURCHASE INTENTION THROUGH BRAND PREFERENCE

2020 ◽  
Vol 5 (1) ◽  
pp. 22-32
Author(s):  
Boy Riznal ◽  
◽  
Syafrizal --
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Brand Preference ◽  
Branding Strategy

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 Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

2016 ◽  
Vol 8 (3) ◽  
pp. 75 ◽  
Author(s):  
Tran Trung Vinh ◽  
Le Van Huy
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Influence ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Brand Preference ◽  
Positive Effects ◽  
Brand Association

This study is aimed at exploring the effects of components of brand equity on overall brand equity; and the effects of overall brand equity on brand preference and purchase intention in the motorbike market in Vietnam. Based on a sample of 309 consumers, structural equation modeling (SEM) is used to test hypotheses. The research reveals that: (1) perceived quality, brand association and brand loyalty have positive effects on overall brand equity, but brand awareness has no effect on overall brand equity; (2) overall brand equity has positive impacts on brand preference and purchase intention; and (3) brand preference has a positive influence on purchase intention. These findings have implications for marketers.

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 PERAN PREFERENSI MEREK DALAM MEMEDIASI HUBUNGAN ANTARA EKUITAS MEREK DENGAN NIAT BELI

2018 ◽  
Vol 8 (1) ◽  
pp. 559
Author(s):  
Made Adnyana ◽  
Ni Nyoman Rsi Respati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Simple Random Sampling ◽  
Sem Analysis ◽  
Purchase Intentions ◽  
Brand Preference ◽  
Future Earnings ◽  
Analysis Technique ◽  
Brand Preferences

This study aims to explain the effect of brand equity on brand preference, the influence of brand equity on buying intentions, the influence of brand preferences on buying intentions, and the role of brand preferences in mediating the relationship between brand equity and purchase intentions. This study was conducted in the city of Denpasar with 110 respondents.Data collection method used is simple random sampling method with SEM analysis technique. The results showed that brand equity has a positive and significant effect on brand preference. Brand equity has a positive and significant impact on purchasing intentions. Brand preference has a positive and significant impact on purchasing intentions. Brand preference as a mediating variable significantly indirectly influences purchase intentions through brand equity variables.Garuda Indonesia needs to pay attention to brand loyalty because brand loyalty is the only element of brand equity associated with future earnings gain. Garuda Indonesia should further enhance the company's brand preference in the minds of potential customers for the creation of purchase intentions.   Keywords:brand equity, brand preference, purchase intention

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. 

scholarly journals Analisis Pengaruh Ekuitas Merek, Preferensi Merek, dan Harga Dengan Citra Negara Asal sebagai Variabel Moderasi Terhadap Minat Pembelian Laptop Oleh Mahasiswa di Kota Batam

2017 ◽  
Vol 4 (2) ◽  
pp. 211-226
Author(s):  
Lily Purwianti ◽  
Mehdar Badrus Zaman
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Country Of Origin ◽  
Brand Preference ◽  
Independent Variables ◽  
Price Data ◽  
Country Of Origin Image ◽  
Moderating Role ◽  
Program Version

The main purpose of this study is to investigate the relationships among brand equity, brand preference, price and purchase intention. Moreover secondary aim of this research is examining the moderate role of country of origin image. Independent variables used in this research are brand equity, brand preference and price. Data were collected from 500 students in Batam who recognized the selected brand of laptop using judgmental sampling from 5 universities they are Universitas Putera Batam, Universitas Riau Kepulauan, Politeknik Negeri Batam, Universitas Internasional Batam, and Universitas Batam. Hypotheses were tested using SPSS program version 21. Results indicated that brand equity, brand preference and price positively influence consumer’s purchase intention. But results unsupported moderating role of country of origin image in the relationships among brand equity, brand preference and purchase intention. Keywords: brand equity, brand preference, price, country of origin and purchase intention.

scholarly journals PENGARUH BRAND EQUITY TERHADAP NIAT BELI KONSUMEN DIMEDIASI BRAND PREFERENCE

2019 ◽  
Vol 8 (5) ◽  
pp. 2697
Author(s):  
Ida Bagus Bayu DP ◽  
Eka Sulistyawati
Keyword(s):  
Sample Size ◽  
Product Quality ◽  
Brand Equity ◽  
Purchase Intention ◽  
Sampling Method ◽  
Positive Influence ◽  
Purchase Intentions ◽  
Brand Preference ◽  
Purposive Sampling ◽  
City Brand

ABSTRACT The purpose of this study was to analyze the effect of brand equity on consumer purchase intentions mediated by brand preference.. The sample size obtained by using purposive sampling method as many as 110 respondents. Based on the results of the analysis it can be stated that brand equity has a positive and significant effect on brand preference on Lacoste products in Denpasar City. Brand equity has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference has a positive and significant effect on consumers' purchase intentions on Lacoste products in Denpasar City. Brand preference mediates the positive influence of brand equity on consumer purchase intentions on Lacoste products in Denpasar City. Lacoste producers as distributors must be able to deal with brand equity problems that consumers complain about, pay attention to design, model and product quality with more attractive innovations that are different from competing brands. Paying attention to the brand preference of the lacoste brand such as appearance and color so consumers know that the lacoste brand is really not a counterfeit.   Keywords: brand equity, brand preference, purchase intention  

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