Determining the impact of brand equity on consumer purchase intention | Zendy

Vesile Özçifçi | Zendy

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Determining the impact of brand equity on consumer purchase intention

Author(s) -

Vesile Özçifçi

Publication year - 2017

Publication title -

international journal of social sciences and education research

Language(s) - English

Resource type - Journals

ISSN - 2149-5939

DOI - 10.24289/ijsser.319844

Subject(s) - brand equity , brand loyalty , brand awareness , advertising , brand management , business , perceived quality , structural equation modeling , value (mathematics) , loyalty , marketing , psychology , affect (linguistics) , brand experience , mathematics , statistics , product management , communication , new product development

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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