The Impact of Brand Image and Brand Conscious on Perceived Price and Purchase Intention

Çavuşoğlu, Sinan; Demirağ, Bülent; Durmaz, Yakup; ÇIKMAZ, Gül

doi:10.33182/tmj.v9i2.1133

Cited by 2 publications

(2 citation statements)

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“…Du et al ( 2020 ) also believed that consumers' perception of various dimensions of brand image positively affects their willingness to buy and share. Çavuşoglu et al ( 2021 ) pointed out that there is a positive relationship between brand image and perceived price and purchase intention. To sum up, according to the existing studies, we can speculate that the brand elements will have an influence on consumer purchase intention, and it will have a positive influence.…”

Section: Theoretical Background Analysis and Research Hypothesesmentioning

confidence: 99%

“…Baumert and de Obesso ( 2021 ) indicated that brand age has a statistically significant impact on consumer price setting. Çavuşoglu et al ( 2021 ) examined the impact of brand image and brand awareness on perceived price and purchase intention. Therefore, it is not sufficient to study its influence on consumers' intention to buy from the overall perspective of brand elements.…”

Section: Introductionmentioning

confidence: 99%

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The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

Zong

2022

Front. Psychol.

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Against the backdrop of China's current dual-circulation paradigm, consumers have experienced the transition of their demands for products from price-driven needs to brand-driven needs. On the one hand, improving the value of consumer experience during brand building can enhance the exchanges and interactions between brands and consumers, facilitating the co-creation of value. On the other hand, the improvement of consumer experience can continuously strengthen the internal power of the construction of enterprise brand elements, and promote consumer-brand identity so as to constantly improve consumer purchase intention. In this study, we have taken consumers from the B2C market as the survey group while innovatively studying the impact imposed by brand elements on the purchase intention of consumers based on the experience value. In addition, we have established the theoretical framework of brand elements—experience value—consumers' purchase intention based on our analysis of the relationship between the aforementioned three factors. Through empirical research, we have elaborated on whether brand elements can improve consumers' purchase intention and whether the experience value can play an intermediary role. The research findings indicate that (1) the three dimensions of brand elements, namely, brand personality, brand value, and brand culture, can impose a significant positive impact on the purchase intention of consumers and experience value; (2) the specific parts of the experience value, namely, functional value, emotional value, social value, and service value, can impose a significant positive impact on the purchase intention of consumers; and (3) experience value can play an intermediary effect to some extent while brand elements influence the purchase intention of consumers.

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Section: Theoretical Background Analysis and Research Hypothesesmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

Zong

2022

Front. Psychol.

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A study on the impacts of safety and security on consumer’s intention to use electronic wallets in Hanoi

Vu Ha Cong,

Hung Nguyen,

Thuy Nhu

et al. 2024

Innovative Marketing

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This article seeks to investigate how safety and security affect consumers’ tendency to use electronic wallets in Hanoi. The study was conducted based on data using Google Forms, with a total of 237 valid responses. For data analysis, this research employs quantitative techniques using SPSS 22 and AMOS 25 software. The results demonstrate that safety and security positively impact four factors in the following order: financial benefits (β = 0.853; p = 0.000), brand image (β = 0.830; p = 0.000), technology function (β = 0.708; p = 0.000), social influence (β = 0.589; p = 0.000). Particularly risk perception (β = –0.192; p = 0.013) is a factor that is inversely affected, whereby greater safety and security result in reduced perceived risk. The results also show that only social influence (β = 0.408; p = 0.000) and brand image (β = 0.172; p = 0.000) influence the willingness to adopt e-wallets. Therefore, the safety and security only indirectly influence the tendency to use e-wallets through two variables: social influence and brand image. The study provides recommendations for e-wallet service providers, identifies limitations, and suggests future research directions.

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The Impact of Brand Image and Brand Conscious on Perceived Price and Purchase Intention

Cited by 2 publications

References 0 publications

The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

The Impact Imposed by Brand Elements of Enterprises on the Purchase Intention of Consumers—With Experience Value Taken as the Intermediary Variable

A study on the impacts of safety and security on consumer’s intention to use electronic wallets in Hanoi

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