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Journals / International Journal of Social Sciences and Education Research / 2017 / Cilt: 3 - Sayı: 4

Determining the impact of brand equity on consumer purchase intention

Vesile ÖZÇİFÇİ
Pages
1164–1177
Publication Date
2017-07-01
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:In this study, it was attempted to determine which brand equity element is more effective regarding the mobile phone purchase of university students.
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Key Findings & Data:Data was collected by 1190 subjects studying at the faculties of Aksaray University.
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Conclusion & Impact:As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Brand Equity · Overall Brand Equity · Purchase Intention

Abstract

In this study, it was attempted to determine which brand equity element is more effective regarding the mobile phone purchase of university students. Brand equity is defined in three dimensions which are brand awareness, perceived quality and brand loyalty. Data was collected by 1190 subjects studying at the faculties of Aksaray University. The data was tested by Structural Equation Modeling. As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value. Perceived quality affects brand loyalty and overall brand value, while the brand loyalty affects the overall brand value. Furthermore, it was found that overall brand value affects purchase intention.

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Cite This Article

ÖZÇİFÇİ, V. (2017). Determining the impact of brand equity on consumer purchase intention. International Journal of Social Sciences and Education Research, Cilt: 3 - Sayı: 4, 1164–1177. https://ajindex.com/articles/414791

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