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The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty

The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty,Huery Ren Yeh

The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty   (Citations: 3)
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The purposes of the study are to explore the effects among brand awareness, perceived qualit y, brand loyalty and customer purchase intention and mediating effects o f perceived quality and brand loyalty on brand awar eness and purchase intention. The samples are collected from cellular phone users living in Chiyi, and the resea rch adopts regression analysis and mediating test to examine t he hypotheses. The results are: (a) the relations a mong the brand awareness, perceived quality and brand loyalty for purchase intention are significant and positive eff ect, (b) perceived quality has a positive effect on brand loyalty, (c) perceived quality will meditate the effects betwee n brand awareness and purchase intention, and (d) brand loyalty will mediate the effects between brand awareness and pur chase intention. The study suggests that cellular phone manufacturer s ought to build a brand and promote its brand awar eness through sales promotion, advertising, and other marketing a ctivities. When brand awareness is high, its brand loyalty will also increase. Consumers will evaluate perceived quality of a product from their purchase experience. As a result, brand
Published in 2009.
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