Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

Azzari, Vitor; Pelissari, Anderson Soncini

doi:10.15728/bbr.2020.17.6.4

Cited by 21 publications

(19 citation statements)

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“…When consumers are more aware of a brand, they are more confident and can become loyal to that brand (Alkhawaldeh et al, 2018). However, mere brand awareness may not be sufficient to directly impact consumers' purchase intention (Azzari, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The result indicates that there is a direct relationship between brand awareness and consumer's attitude (Drumond, 2017) Despite brand awareness as a factor that could influence brand attitude and recall, the study finds that brand awareness could not directly impact a consumer's purchasing intention. Similarly, a brand is insufficient to generate consumers' purchasing intent (Azzari, 2021).…”

Section: Diagonal Values Are the Square Roots Of Ave And Off-diagonal...mentioning

confidence: 99%

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Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

Ong

Santiago

Verdejo

2022

JBMS

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Today, the majority of advertisements are digital, and the use of product placement is becoming an important tool for marketers. The use of this tool in the media, especially in films, is attractive to consumers and businesses. The consumer’s behavior towards product placement in films is evident in most countries; however, studies on local films such as in the Philippines are still limited in the literature. Drawing from the cognitive capacity theory, this study aims to examine the effect of Product Placements in Filipino films on the consumer's purchasing intention. From the online survey of (N=384) respondents exposed to local films that were released from the years 2009 to 2019, results reveal that the study put forward a significant effect on consumer behavior with a significant relationship between product placement and consumer purchasing intention. The study concludes that product placement in Filipino films affects consumers’ purchasing intention through brand recall, awareness, and attitude.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Diagonal Values Are the Square Roots Of Ave And Off-diagonal...mentioning

confidence: 99%

Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

Ong

Santiago

Verdejo

2022

JBMS

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“…Brand awareness is not enough to generate purchase intensity. To increase brand awareness in building brand value for consumers, association, loyalty, and perceived quality are needed (Azzari & Pelissari, 2020). Increasing e-wom, according to Boonsiritomachai & Sud-On, (2020) , to raise awareness, mobile applications are essential to creating value through virtual interactivity.…”

Section: Evaluation Of Validity and Reliability Testmentioning

confidence: 99%

Café-Relevant Value and Brand Awareness on Purchase Intention: Empirical Study of Local Brand Cafe

Panjaitan

Zusrony

2022

InovbizMIK

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The importance of this study is discussed to determine the intensity of purchases resulting from cafe-relevant value, as well as the impact of brand awareness through e-wom. Two hundred forty-six respondents were used as coffee lovers in cafes, most used questionnaires and interviews as data collection methodologies. This study analyzed data from e-WOM-mediated path analysis on purchase intention using SEM-PLS multiple path analysis. The research findings have a positive relationship between cafe relevant value and brand awareness in influencing e-wom and a direct positive contribution between café-relevant value and brand awareness on purchase intention. So, it is proven that e-wom has the potential to increase the intensity of coffee purchases in cafes.

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“…EV was measured by adapting from Sweeney and Soutar (2001), Lee et al (2008), Kumar et al (2009), Eid and El-Gohary (2015) and Köse and Özgen (2020). PI scale was adapted from Baker and Churchill (1977), Lee et al (2008), Kumar et al (2009), Richard and Guppy (2014), Byun and Dass (2015) and Azzari and Pelissari (2021). All the items were adapted and customized to assess customer's intention to purchase social enterprise products; details of the items and sources are presented in Table 1.…”

Section: Instrumentmentioning

confidence: 99%

Consumer purchase intention of social enterprise products: mediating role of emotional value

Ravi

Subramoniam²,

Vr³

et al. 2022

SEJ

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Purpose Social enterprises are organizations striving to address social issues. These enterprises sell products to be self-sustainable. Social entrepreneurial success depends on the intention of consumers to purchase social enterprise products. This study aims to assess and understand the consumer intention to buy social enterprise products. Design/methodology/approach This descriptive study integrates consumers’ emotional values with the theory of planned behaviour as a framework. The intention is to investigate the role of customer emotion in mediating the relationship between predictor and predicted variables. A mixed sampling technique is adopted to select sample units from the consumers with a consideration for regional balance. Data from 336 respondents were collected using a survey instrument administered online. Findings Structural equation modelling shows that among the three predictor variables, only attitude has a direct impact on consumer’s purchase intention, while subjective norms have an indirect impact through the mediating variable (emotional value). Behavioural control showed no effect on consumer’s purchase intention of products sold by social enterprises. Originality/value The results of this study have theoretical as well as practical implications. The success of social enterprises depends on the acceptance of their products by consumers. The social enterprise can strategize its marketing communications to strengthen the emotional values, attitudes and subjective norms of the consumers so that the market acceptance for these products can be increased.

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Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions

Cited by 21 publications

References 0 publications

Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

Product Placement in Filipino Films: An approach to Consumer Purchasing Intention

Café-Relevant Value and Brand Awareness on Purchase Intention: Empirical Study of Local Brand Cafe

Consumer purchase intention of social enterprise products: mediating role of emotional value

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