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Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices

Management and Administrative Sciences Review

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Title Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices
 
Creator Naeini, Ali Bonyadi
Azali, Parisa Roshanpanah
Tamaddoni, Khosro Sepehr
 
Subject Creation of brand equity, Customer response, Perceived quality, Purchase intention
 
Description This study presents a conceptual model that was designed by Bill and colleagues, and at the same time evaluates the creation of brand equity (perceived quality, brand awareness / brand associations, brand loyalty) and the effects on consumer responses (purchase intent, brand extension, willingness to pay a higher price, brand preference). Data collection was conducted using simple randomized method, data was collected from the stores and customers of Sony. Sampling was conducted using convenient method, with sample size being 384. Standardized questionnaire was used, whose validity was tested using content and construct validity test, and it reliability was tested using Cronbach's alpha method. This was an applied research in terms of objective, a survey one in terms of data collected, and a correlation one in terms of relationship between variables. The results from test of hypotheses using LISREL (linear structural relations) and SPSS suggested that perceived quality had an effect of creation of brand equity, and brand equity had the highest effect on purchase intent.
 
Publisher Academy of Business & Scientific Research
 
Contributor —
 
Date 2015-05-03
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format —
 
Identifier http://absronline.org/journals/index.php/masr/article/view/498
 
Source Management and Administrative Sciences Review; Vol 4, No 3 (2015): May; 616-626
2308-1368
2310-872X
 
Language eng
 
Relation http://absronline.org/journals/index.php/masr/article/view/498/517
 
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