Determining the impact of brand equity on consumer purchase intention

Vesile ÖZÇİFÇİ

doi:https://doi.org/10.24289/ijsser.319844

Makale detayları

Determining the impact of brand equity on consumer purchase intention

Yazarlar:

Vesile ÖZÇİFÇİ

Yayıncı:

Mahmut DEMİR

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

International Journal of Social Sciences and Education Research 2017 Vol.3 Issue 4, pp.1164-1177

Belge Tipi:

Makale

Yayın Tarihi:

6/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000474437

Sıklık:

Üç Aylık

eISSN:

2149-5939

DOI:

https://doi.org/10.24289/ijsser.319844

Özet:

 


In this study, it was attempted to determine which
brand equity element is more effective regarding the mobile phone purchase of
university students. Brand equity is defined in three dimensions which are
brand awareness, perceived quality and brand loyalty. Data was collected by
1190 subjects studying at the faculties of Aksaray University. The data was
tested by Structural Equation Modeling. As a result of the research, it was
found that brand awareness affects perceived quality, but it does not affect
the brand loyalty and overall brand value. Perceived quality affects brand
loyalty and overall brand value, while the brand loyalty affects the overall
brand value. Furthermore, it was found that overall brand value affects
purchase intention. 



 

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Makale detayları

Determining the impact of brand equity on consumer purchase intention

Yazarlar: Vesile ÖZÇİFÇİ

Yayıncı: Mahmut DEMİR

Ana Başlıklar: Sosyoloji & antropoloji

Dergi: International Journal of Social Sciences and Education Research 2017 Vol.3 Issue 4, pp.1164-1177

Belge Tipi: Makale

Yayın Tarihi: 6/2017

Belge Dili: Türkçe

Document ID (Org No.): 2000474437

Sıklık: Üç Aylık

eISSN: 2149-5939

DOI: https://doi.org/10.24289/ijsser.319844

Sayı

Yazarlar:

Vesile ÖZÇİFÇİ

Yayıncı:

Mahmut DEMİR

Ana Başlıklar:

Sosyoloji & antropoloji

Dergi:

International Journal of Social Sciences and Education Research 2017 Vol.3 Issue 4, pp.1164-1177

Belge Tipi:

Makale

Yayın Tarihi:

6/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000474437

Sıklık:

Üç Aylık

eISSN:

2149-5939

DOI:

https://doi.org/10.24289/ijsser.319844