Impact of Brand Equity on Purchase Intentions Buying Food Products in Lithuania

Kyguolienė, Asta; Zikienė, Kristina

doi:10.15544/mts.2021.34

Cited by 4 publications

(2 citation statements)

References 7 publications

(13 reference statements)

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“…Previously, academics and marketers in the study of purchase intention analyzed how to create captivating advertising messages and purchase space in the mass media in the hope that consumers would become aware of, develop a preference for and purchase a brand (Shah et al ., 2012; Kyguoliene and Zikiene, 2021). The emergence of social media has altered marketing communications by shifting the ways in which consumers select, share and appraise information.…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Gutiérrez-Rodríguez,

Cuesta-Valiño,

Ravina-Ripoll

et al. 2023

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PurposeThe objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.Design/methodology/approachFor this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.FindingsThe results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.Research limitations/implicationsThe current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.Originality/valueOne of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

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Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Gutiérrez-Rodríguez,

Cuesta-Valiño,

Ravina-Ripoll

et al. 2023

View full text Add to dashboard Cite

show abstract

“…Beberapa penelitian sebelumnya di bidang keuangan syariah, seperti yang dilakukan oleh Maulan (2016) telah meneliti dampak variabel kesadaran merek terhadap loyalitas konsumen. Banyak peneliti telah mempelajari variabel kesadaran merek di berbagai bisnis, seperti (Abou-Shouk & Soliman, 2021) di sektor pariwisata, Kyguolienė & Zikienė (2021) di bisnis makanan, dan Boonsiritomachai & Sud-On (2020) di bisnis perhotelan. Berdasarkan fenomena penelitian, fakta di lapangan, permasalahan yang ada, dan perdebatan teoritis di atas, maka penulis tertarik untuk mempelajari determinan-determinan yang mempengaruhi loyalitas nasabah pada bank syariah, khususnya nasabah di Sumatera Barat, Indonesia.…”

Section: Pendahuluanunclassified

Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah

Andespa¹,

Yeni

Fernando

et al. 2023

jesya

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This article investigates the impact of brand image, perceived value, and brand awareness variables on customer trust and loyalty in a framework not examined by previous researchers. This study analyzes the direct and indirect effects of brand image, perceived value, and brand awareness on customer loyalty, with customer trust as a mediating variable. The study was conducted by distributing questionnaires to 500 randomly selected West Sumatra, Indonesia respondents. This study uses SEM-AMOS. The first finding of this study is that brand image, perceived value, and brand awareness directly affect the trust of Islamic bank customers. The second finding of this study is that brand image, perceived value, and brand awareness directly and indirectly affect customer loyalty, with customer trust as a mediating variable. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty. The suggested managerial contribution is that Islamic bank managers in Indonesia must identify the factors influencing customer trust and loyalty.

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Impact of Brand Equity on Intention to Use Instant Coffee

Cuong

2023

MMI

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Today, brand equity is acknowledged as a key component of a company’s business strategy, a tactical issue for achieving a competitive edge, a key component of brand building, and a tool for gauging the long-term effects of actions in marketing. Research of brand equity on purchase intentions for goods like food, smartphones, and green products is frequently available empirically, whereas instant coffee studies are less prevalent. Thus, to close this gap in the literature, the aim’s research is to empirically evaluate the impact of brand equity on consumers’ intent to use instant coffee. The conceptual model of brand equity components is built on Aaker’s model. Using a Google form and a convenience sampling technique, this study examined a sample of 296 consumers who bought instant coffee. A 5-point Likert scale was used in the measurement. The research model was suggested based on earlier investigations. Data from 296 clients was obtained, and SmartPLS software was utilized to evaluate it. Analyze the scales’ validity and reliability concerning the measurement model. The reliability of the scales was assessed using composite reliability and Cronbach’s alpha. Discriminant validity was also assessed using the Fornell-Larcker index. Structural equation modeling was used to analyze the effects of the research’s hypotheses. The results demonstrated that brand equity dimensions favorably influence consumers’ purchasing intentions for instant coffee. Specifically, brand awareness has a favorable correlation with consumers’ purchasing intent. Perceived quality and purchase intention are related positively. Additionally, brand associations and buyers’ purchase intentions have been positively impacted. Brand loyalty has also positively impacted consumers’ intentions to buy. Brand awareness is the most crucial factor that impacts the intention to buy instant coffee. The empirical research on the impact of brand equity components on the intention to purchase instant coffee is a gap in the literature that this study is aimed to fill. Moreover, the managers of instant coffee will also benefit from knowing how brand equity dimensions affect consumers’ intentions to buy instant coffee as they develop marketing strategies to increase those intentions.

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Impact of Brand Equity on Purchase Intentions Buying Food Products in Lithuania

Cited by 4 publications

References 7 publications

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Purchase intention of fashion brand retailers: a journey through consumer engagement and happiness

Citra Merek, Nilai Persepsi, Kesadaran Merek, Kepercayaan Nasabah, dan Loyalitas Nasabah pada Perbankan Syariah

Impact of Brand Equity on Intention to Use Instant Coffee

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