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- Title
BRANDS AND CONSUMER BEHAVIOR.
- Authors
Chen, Chih-Chung; Chen, Ping-Kuo; Huang, Chiung-En
- Abstract
In this research, on the basis of a review of the literature on brand image, brand equity, involvement, and purchase intention, we developed a questionnaire to explore the correlation of brand image and brand equity with consumer purchase intention. Respondents were university students in Taiwan. After analysis with SPSS, the following results were found: brand image significantly affected brand equity, brand equity significantly affected purchase intention, and brand image significantly affected purchase intention, but involvement showed no significant effect across all dimensions.
- Subjects
TAIWAN; BRAND image; CONSUMER behavior; CONSUMER preferences; CONSUMER goods; BRAND evaluation; BRAND equity
- Publication
Social Behavior & Personality: an international journal, 2012, Vol 40, Issue 1, p105
- ISSN
0301-2212
- Publication type
Article
- DOI
10.2224/sbp.2012.40.1.105