Brand equity and purchase decision of fast-moving consumer goods
Washington Macias,
Gabriela Barquet-Arenas,
Jazmín Yambay-Aucancela
Abstract:This work analyses the influence of consumer-based brand equity on the purchase decision of fast-moving consumer goods in Ecuador. By estimating a partial least squares structural equation model and a logit model on a sample of 120 Ecuadorian university students, it was found that brand awareness with a strength of association is positively related to perceived quality, perceived quality influences attitudinal loyalty, and loyalty influences overall brand equity. In addition, after controlling for reference pr… Show more
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