The Impact of Brand Awareness on the Consumers’ Purchase Intention

Shahid, Zarlish; Hussain, T.; Zafar, Fareeha

doi:10.4172/2168-9601.1000223

Cited by 113 publications

(134 citation statements)

References 9 publications

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“…The same result was figured out by Keh and Xie (2008), Lafferty et al (2002), Oztamur and Karakadılar (2014), See-To and Ho (2014) and Muntinga et al (2011). Finally, the results showed that brand loyalty significantly affected customer purchase intention (Calvo-Porral et al, 2015;Chen et al, 2016;Chi et al, 2009;Pandey & Srivastava, 2016;Malik et al, 2013;Al-Tit & Nakhleh;Shahid et al, 2017). For organizations to start an effective application, five antecedents should be considered: corporate reputation, social media frequency updates, content of social media, social media motivations and brand communications.…”

Section: Discussionsupporting

confidence: 56%

“…Moreover, Chi, Yeh and Yang (2009) found a positive impact of brand loyalty on customer purchase intention. The same finding was echoed in many studies (Calvo-Porral, Martínez-Fernández, Juanatey-Boga, & Lévy-Mangín, 2015; Chen, Chen, & Lin, 2016;Malik, Ghafoor, & Iqbal, 2013;Shahid, Hussain, & aZafar, 2017). Consequently, the following hypothesis was added: H6: Brand loyalty significantly affects purchase intention.…”

Section: Figure 3 Hypotheses 1-5 Brand Loyalty and Customer Purchasementioning

confidence: 70%

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The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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The aim of this study was to explore the effects of the antecedents of social media marketing, brand loyalty and purchase intention. Furthermore, the study aims at investigating the effect of social media marketing on brand loyalty and purchase intention. Finally, the study seeks to identify the effect of brand loyalty on purchase intention. In order to achieve the study objectives, a questionnaire was developed based on prior literature and a sample of customers consisting of 500 participants was selected in order to collect the required data. The model of the study was developed theoretically and then tested using structural equation modeling. The results confirmed that social media antecedents significantly affect three constructs: social media marketing, brand loyalty and customer purchase intention. In line with numerous previous studies, the results indicated that social media marketing significantly affects both brand loyalty and customer purchase intention. Finally, the findings showed that brand loyalty has a significant effect on customer purchase intention. Based on these results, it was concluded that organizations should pay more attention to the antecedents of social media marketing since it has direct effects on social media marketing application, brand loyalty and customer purchase intention. Despite the importance of these results, the study is still limited to measurements used to evaluate constructs, since these measurements were built on a small number of indicators, its cross-sectional design and a little number of antecedents being explored. Considering these limitations in the future might reveal different results. However, since the effect degree of social media marketing application is greater than the degree of the same construct on brand loyalty and purchase intention, social marketing application was not approved to play a mediating role between theses constructs. Hence, the major contribution of this study is that social media antecedents are no less important than the application of social media marketing itself. In other words, for organizations to ensure an effective application of social media marketing, an eye on its antecedents would bring the benefits of social media marketing into the light, which, in turn, would affect brand loyalty and customer purchase intention.

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Section: Discussionsupporting

confidence: 56%

Section: Figure 3 Hypotheses 1-5 Brand Loyalty and Customer Purchasementioning

confidence: 70%

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Almohaimmeed¹

2019

JBRMR

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“…By maintaining this performance, consumers will remain loyal to the Golden Farm brand and repurchase the product in the future (Kamal et al, 2019). Brand loyalty will provide many benefits for the company, such as consumers will recommend the product to others, so that in the end, it can reduce marketing costs (Shahid et al, 2017). Loyal consumers will not switch to other brands.…”

Section: Discussionmentioning

confidence: 99%

Brand Equity and Purchase Decisions on French Fries Product in Indonesia

Mentari

Gandhy

Manalu

et al. 2020

j. Organisasi dan manaj.

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This study aims to determine the effect of brand awareness, brand associations, perceived quality, and brand loyalty to purchase decisions of French Fries. The research is quantitative and the sampling technique is purposive sampling, with 100 respondents. The researcher applies multiple regression analysis as data analysis techniques. Findings. The results show that all brand equity variables affect to purchasing decision of French fries. To improve brand awareness, corporate needs to advertise products on television and social media such as Instagram or food platforms. For brand association improvement, producers need to create new French Fries flavor. Attractive packaging design and usage instructions for perceived quality improvement. In brand loyalty must maintain consistency of product taste.

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“…Para responden yang masuk dalam kategori top of mind merupakan responden yang sudah pernah menggunakan layanan kesehatan tersebut (Nugroho, 2013) dan kemungkinan karena mereka memang belum pernah berkunjung ke rumah sakit lain selain klinik laktasi di RSML (Rimiyati & Astutu, 2012). Menurut penelitan yang dilakukan oleh Shahid et al (2017) bahwa konsumen akan membeli sebuah produk yangsudah mereka ketahui dan kenali dengan baik.…”

Section: Pembahasan Hubungan Brand Awareness Dengan Keputusan Pemanfaunclassified

Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

Armadani¹,

Supriyadi²,

Ulfah³

2018

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Abstrack: The visit number of patient at the lactation clinic of Muhammadiyah Lamongan Hospital tends to be small and decreases every year. A decrease in the visit number of patient may indicate that the utilization of health services is lacking. In utilizing health services, consumers are influenced by several considerations. One of affects consumer considerations is brand equity (brand awareness, brand associations, and perceived quality). This study aims to determine the relationship of brand equity (brand awareness, brand associations, and perceived quality) with the decision of lactation clinic utilization at Muhammadiyah Lamongan Hospital. This research used correlational quantitative design to know the relationship between brand awareness (X1), Brand Associations (X2), perceived quality (X3), with decision of utilization of lactation clinic at Muhammadiyah Lamongan Hospital (Y). The population in this research was all patient who used lactation clinic at Muhammadiyah Lamongan Hospital and the sample were 32 patients, who visited the lactation clinic at Muhammadiyah Lamongan Hospital during April until May 2017. Technique of collecting data used questionnaire. Data analysis was correlation test, multiple linear regression test. Based on the results of the analysis, this study shows that there is a significant relationship simultaneously between brand awareness, brand associations, and perceived quality with the decision of utilization of lactation clinic at Muhammadiya Lamongan Hospital. Based on the result of coefficient of determination (R2) of 0.569 which means that Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) have contribution equal to 56.9% to decision of utilization to laktasi clinic at Muhammadiyah Hospital Lamongan (Y).Keywords:Brand Awareness, Brand Associations, Perceived Quality, Utilization of Health Care Service.Abstrak: Jumlah kunjungan pasien di klinik laktasi Rumah Sakit Muhammadiyah Lamongan cenderung sedikit dan mengalami penurunan setiap tahun. Penurunan jumlah kunjungan pasien dapat menunjukkan bahwa pemanfaatan pelayanan kesehatan yang kurang.Dalam memanfaatkan pelayanan kesehatan,konsumen dipengaruhi oleh beberapa pertimbangan, salah satu yang mempengaruhi pertimbangan konsumen ialah Brand Equity.Penelitian ini dilaksanakan dengan tujuan untuk mencari hubungan antara Brand Awareness, Brand Associations, dan Perceived Quality dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah Lamongan. Rancangan penelitian ini adalah kuantitatif korelasional dengan sampel sebanyak 32 orang. Teknik pengumpulan data menggunakan kuesioner. Analisis data menggunakan uji korelasi pearson dan uji regresi linier berganda. Hasil analisis penelitian didapatkan ada hubungan yang signifikan antara Brand awareness, Brand asssociations, Perceived quality secara bersama-sama dengan keputusan pemanfaatan klinik laktasi di Rumah Sakit Muhammadiyah. Berdasarkan hasil koefisien determinasi (R2) sebesar 0,569 yang berarti bahwa Brand Awareness (X1), Brand Associations (X2), Perceived Quality (X3) mempunyai kontribusi sebesar 56,9% terhadap keputusan pemanfaatan terhadap klinik laktasi di Rumah Sakit Muhammadiyah Lamongan (Y). Kata kunci: Brand Awareness, Brand Associations, Perceived Quality, Keputusan Pemanfaatan Pelayanan Kesehatan

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The Impact of Brand Awareness on the Consumers’ Purchase Intention

Cited by 113 publications

References 9 publications

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

The Effects of Social Media Marketing Antecedents on Social Media Marketing, Brand Loyalty and Purchase Intention: A Customer Perspective

Brand Equity and Purchase Decisions on French Fries Product in Indonesia

Hubungan Brand Equity (Brand Awarenees, Brand Associations, Perceived Quality) dengan Keputusan Pemanfaatan Klinik Laktasi di Rumah Sakit Muhammadiyah Lamongan

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