English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Brand communication activities and brand equity influence purchase intention; however, few studies have investigated the effects of the valence and intensity of brand communication activities on brand equity and purchase intention. The present study investigated how the intensity and valence (or attitude) of brand communication activities influenced brand awareness, brand image, and purchase intention in the beer market. Convenience sampling was used to collect beer consumer data, and valid data from 433 individuals were gathered. Data were analyzed using structural equation modeling. Brand awareness and brand image were positively correlated with purchase intention, with brand image having the stronger association of the two. Furthermore, the intensity and valence of WOM and advertising attitude were associated with brand image, with advertising attitude having the stronger association of the three. Finally, advertising intensity and advertising attitude but not WOM intensity were associated with brand awareness.

The Effects of Positive Valence and Intensity of Word-Of-Mouth and Advertising on Forming Beer Brand Equity and Purchase Intentions