The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam
2016 ◽
Vol 8
(3)
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pp. 75
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Keyword(s):
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.
Keyword(s):
2014 ◽
Vol 26
(3)
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pp. 494-515
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Keyword(s):
2019 ◽
Vol 9
(1)
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pp. 8-15
Keyword(s):
2020 ◽
Vol 10
(1)
◽
2020 ◽
Vol 5
(1)
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pp. 89-96