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.

scholarly journals KETERKAITAN ANTARA PERCEIVED QUALITY,KESADARAN MEREK, KESETIAAN MEREK DAN CITRA MEREK

2011 ◽  
Vol 4 (1) ◽  
pp. 51
Author(s):  
Dedi Hidayah
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Primary Data ◽  
Equation Modeling ◽  
Store Brand ◽  
Retail Market

<p><span><em>As the retail market is still emerging on the last decade, naturally, the competition among </em><span><em>players becoming more challenging. Empowering all the resource of the organization as </em><span><em>added values would be the strategy to win the targeted market. Brand equity is one of </em><span><em>valuable assets of the company since its ability to gain market share against these rivals, and </em><span><em>the ability to keep customers by building brand loyalty which can in turn reduce marketing</em><br /><span><em>costs.</em><br /><span><em>The purpose of doing this study is to explore the interrelation of four brand equity components; </em><span><em>brand awareness, brand loyalty, perceived quality and brand image in modern store industry, </em><span><em>and improve the conceptualization of customer-based modern store brand equity.</em><br /><span><em>The research design used in this study is the hypotheses testing. The type of relationship </em><span><em>between the variables in this study is the co relational research, because the researchers are </em><span><em>interested in explaining the important variables related with the problems. </em></span></span></span></span></span></span></span></span></span></span></span></span></p><p><span><span><span><span><span><span><span><span><span><span><span><span><em>The hypothesis</em><br /><span><em>testing was done by using Structural Equation Modeling (SEM) with the support of Amos </em><span><em>version 7.0.</em><br /><span><em>This study is using primary data. The data was collected by questionnaire technique, by giving </em><span><em>the written statements to the respondents. And then, the respondents gave their feedback </em><span><em>about the statements given. The answers have been available.</em><br /><span><em>Keywords: </em><span><em>Brand awareness, brand loyalty, perceived quality and brand image</em></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span></span><br /></span></span></p>

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.

PENGARUH COUNTRY OF ORIGIN, WORD OF MOUTH, KUALITAS YANG DIPERSEPSIKAN TERHADAP NIAT BELI: STUDY PADA KAMERA DIGITAL MEREK JEPANG

2019 ◽  
Vol 4 (3) ◽  
pp. 365-374
Author(s):  
Edy Purwanto ◽  
Aryo Wibisono
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Sampling Method ◽  
Word Of Mouth ◽  
Country Of Origin ◽  
Digital Camera ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Country Of Origin Image ◽  
Method Analysis

This study aims to test the influence of country of origin image and word of mouth on perceived quality. Then, the country of origin image and word of mouth and perceived quality on purchase intention of digital camera from Japan. The number of samples in this research are 230 respondents taken by purposive sampling method. Analysis of Structural Equation Modeling (SEM) is used to test the hypothesis. The results of this study showed that country of origin image and word of mouth have a positive and significant effect on perceived quality. Then, Word of mouth and perceived quality have a positive and significant effect on purchase intention but a country of origin image has no significant effect on purchase intention. 

scholarly journals Identifying the Effective Factors on Brand Equity from Consumers Perspective Using Aaker Model: A Case of Tehran Dairy Products

2016 ◽  
Vol 11 (4) ◽  
pp. 265 ◽  
Author(s):  
Jamshid Jafari Drabjerdi ◽  
Masoud Arabi ◽  
Maryam Haghighikhah
Keyword(s):  
Brand Equity ◽  
Dairy Products ◽  
Structural Equation ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Explanatory Role ◽  
Effective Factors ◽  
Brand Association ◽  
Monetary Promotions

<p>Brands are differentiating aspect of products. So, identifying the effective factors in creating brand value and evaluating the value is of great importance. The present study, using structural equation modeling, attempts at investigating and explaining effective factors on brand equity of dairy products with Aaker model. Participants are 381 consumers of Tehran dairy products and the variables of advertisement cost, attitude to advertisement, monetary promotions, non-monetary promotions, packaging and distribution span on perceived dimensions of brand equity including brand awareness, brand associations and the perceived quality were measured. The results showed that variable of brand awareness had the highest explanatory role. Also according to the results, the effects of attitude to advertising on perceived quality and brand awareness, packaging on brand awareness, advertising cost on brand association, non-monetary promotions on brand association and distribution spread on brand association were not supported.</p>

scholarly journals The importance of knowledge and trust for ethical fashion consumption

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yongdan Liu ◽  
Matthew Tingchi Liu ◽  
Andrea Pérez ◽  
Wilco Chan ◽  
Jesús Collado ◽  
...  
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Reference Group ◽  
Subjective Norm ◽  
Ethical Consumption ◽  
Primary Data ◽  
Dominant Factor ◽  
Equation Modeling ◽  
Content Type ◽  
Tpb Model

PurposeThe clothing industry is one of the most polluting industries in the world, although manufacturers and retailers are trying to revert this tendency by applying ethical fashion principles. Drawing on the knowledge–attitude–behavior (KAB) model or practice, this study aims to predict Chinese consumers' purchase intention of ethical fashion by employing and extending the theory of planned behavior (TPB).Design/methodology/approachThe extended TPB model incorporates knowledge of ethical fashion and trust in the fashion industry and two critical variables in ethical fashion literature to explain the purchase intention of ethical fashion. Primary data from 245 Chinese respondents were collected in 2019. The model was tested and analyzed through structural equation modeling (SEM).FindingsResults show that the extended TPB model has higher predictability than the original TPB model. Attitude toward ethical fashion and subjective norm significantly predicts purchase intention while perceived behavioral control (PBC) does not. In addition, trust of ethical fashion is positively related to attitude toward ethical fashion and purchase intention, whereas knowledge of ethical fashion plays a significant role in predicting trust and the three TPB factors. The subjective norm was found to have the most significant impact on consumers' intention to purchase ethical fashion, which shows that social pressure from one individual's reference group is the most dominant factor in forming consumer's purchase intention on ethical fashion.Originality/valueThe findings enrich the past literature on ethical fashion that trusting belief is a salient determinant of consumers' attitude toward ethical fashion and purchase intention of ethical fashion products. The findings also supported the applicability of KAB and TPB in the domain of ethical consumption in the context of a developing country.

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 Effect of Web atmospherics and satisfaction on purchase behavior: stimulus–organism–response model

2021 ◽  
Vol 7 (1) ◽  
Author(s):  
Abbas N. Albarq
Keyword(s):  
Data Collection ◽  
Purchase Intention ◽  
Structural Equation ◽  
Developing Economies ◽  
Capital City ◽  
Purchase Behavior ◽  
Primary Data ◽  
Equation Modeling ◽  
Survey Method ◽  
The Impact

AbstractThe effect of Web atmospheric clues on the purchase intention of Jordanian shoppers has been evaluated in this study, along with the interventions of Website gratification. The primary data collection for testing the research model via a survey method has been performed from Jordan's capital city, namely Amman. The tenure of data collection from Amman is from July to January 2020. The Structural Equation Modeling method was used to analyze the data with AMOS 22.0 software. Convergent and discriminatory legitimacy of the measurement model has been estimated with the use of confirmatory factor analysis. The satisfaction component effectively negotiates the impact of Website clues on the intent of purchase. Moreover, the purchase intention is a consequent effect of the satisfaction caused by these preliminary factors. The e-retailers and marketers of Jordan are able to interpret the influence of multiple stimulating factors on the satisfaction gained from Web-related services with the help of the outcomes of this study. It is the prerogative of online retailers to ensure the delivery of the strongest atmospheric clues impacting the Website satisfaction to the shoppers. In the context of Jordanians, this study establishes that Web managers should designate a higher number of resources to the clues that enhance the excitement value of the atmospherics of Web portals. This study boosts the knowledge of the researchers having academic interest and practical inclination toward the aspects of developing economies and adds to their current level of knowledge regarding e-retailing and online buying behavior.

How does greenwashing affect green branding equity and purchase intention? An empirical research

2018 ◽  
Vol 36 (7) ◽  
pp. 809-824 ◽  
Author(s):  
Ulun Akturan
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Structural Equation ◽  
Equation Modeling ◽  
Survey Method ◽  
Strong Impact ◽  
Brand Associations ◽  
Content Type ◽  
Brand Credibility ◽  
The Relationship

Purpose The purpose of this paper is to explore the relationship among greenwashing, green brand equity, brand credibility, green brand associations and purchase intention. Design/methodology/approach As an object to study, two brands were chosen: a high-involved brand and a low-involved brand. Data were collected from 500 consumers by survey method, and structural equation modeling was run to test the research hypotheses. Findings As a result, it was found that green brand associations and brand credibility positively affect green brand equity, and green brand equity has a positive and strong impact on purchase intention of consumers. In addition to that greenwashing negatively affects green brand associations and brand credibility, and therefore, indirectly influence green brand equity and purchase intention. Research limitations/implications Previous studies conceptualize greenwashing and examine its effects on company performance and skepticism. This study is a first attempt to explore the effects of greenwashing on green branding strategies. Practical implications Managers should be aware of that greenwashing not only negatively affects purchase intention but also generates negative outcomes for the relationship with the brands. Originality/value There is no other study, at least to the author’s knowledge, testing the effects of greenwashing on green brand perceptions and green purchase intention.

scholarly journals PENGARUH PERCEIVED QUALITY DAN BRAND IMAGE TERHADAP BRAND LOYALTY DAN BRAND EQUITY

2019 ◽  
Vol 8 (4) ◽  
pp. 2125
Author(s):  
Gusti Bagus Yopi Brangsinga ◽  
Tjok Gde Raka Sukawati
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Image ◽  
Sampling Technique ◽  
Population Data ◽  
Perceived Quality ◽  
Equation Modeling ◽  
Analysis Techniques

The purpose of this study was to determine the effect of perceived quality and brand image on brand loyalty and brand equity. This research is in the form of associative and carried out on consumers of Samsung Galaxy mobile phones. The sample in this study amounted to 112 people taken using purposive sampling sampling technique, namely the technique of determining the sample with certain considerations that are considered to represent the population. Data analysis techniques are carried out using Structural Equation Modeling (SEM) with the AMOS 16.00 program. The results of this study indicate that all hypotheses are accepted. Perceived quality and brand image have a positive and significant effect on brand equity. This means that good perceived quality and brand image will form a good brand equity for the company. Perceived quality and brand image have a positive and significant effect on brand loyalty. When the perceived quality of consumers towards good brands and the resulting brand image is good, consumers will develop brand loyalty. Then brand loyalty has a positive and significant effect on brand equity. With the brand loyalty of consumers it will add to the positive value that the brand has and will add to the brand equity of the brand and company.

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