The Effects of Brand Image on Online Perceived Quality, Online Brand Personality and Purchase Intention

Setiawan, Budi; Aryanto, Vincent Didiek Wiet; Andriyansah,

doi:10.35808/ijeba/136

Cited by 9 publications

(13 citation statements)

References 16 publications

(21 reference statements)

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“…Studies that analyze the effects of brand personality in web pages, web services and social media on the different variables of consumer behavior (Poddar et al, 2009;Chung and Ahn, 2013;Habibi et al, 2014;Christou, 2015;Ham and Lee, 2015;Ong et al, 2017;Setiawan and Aryanto, 2017;Mutsikiwa, 2018;Tan et al, 2018;Garanti and Kissi, 2019).…”

Section: Effect Of the Use Of Social Media On The Perception Of Brand Personalitymentioning

confidence: 99%

Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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Purpose This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement. Design/methodology/approach The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships. Findings The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement. Research limitations/implications This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement. Originality/value This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

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Section: Effect Of the Use Of Social Media On The Perception Of Brand Personalitymentioning

confidence: 99%

Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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“…The research resulted by Ryananda et al, (2022) states that there is no effect of price perception on brand image. This is not in line with the research resulted by Pranoto et al, (2022); Lestari & Afriliani, (2022) ;Listari, (2022); Hernikasari et al, (2022); Ajeng Melati et al, (2021); Wydyanto & Yandi, (2020); Setiawan et al, (2016). They stated that price perceptions affected brand image.…”

Section: Introductionmentioning

confidence: 76%

Brand Image Antecedents to Enhance Consumer Trust

Napitupulu

2023

DIJMS

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Research aims are to identify, analyze, and conclude the effect of price perception and product quality on brand image and consumer trust. The analytical technique applies a structural equation model lisrel software supported. The study results, namely the price perception and product quality partially have a positive effect on brand image. Price perception, product quality, and brand image have a partially positive effect on consumer trust. Brand image partially mediates the effect of perceived price and product quality on consumer trust. To enhance brand image, especially for emotional satisfaction, more specifically for the self-expression value, namely by increasing the price perception which is dominant among other exogenous variables. The price discount reflects price perception. This dimension is reflected dominantly by the rare discount. Retailers in Medan need to pay more attention to price discounts that are rare for users to enhance brand image. Increasing consumer trust, especially the retailer ability, more specifically institutional recognitions, namely by the dominant brand image among exogenous constructs. Retailers in Medan need to pay more attention to emotional satisfaction, especially the user self-expression value to enhance consumer trust.

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“…Brand image can also be a mediator between CSR, celebrity endorsement, trust, public relations, quality, and online purchase intention (Tariq & Shaikh, 2020). Meanwhile, Setiawan, Aryanto, and Andriyansah (2017) found that the brand image is positively related but not significant to the interest of buying.…”

Section: Brand Imagementioning

confidence: 98%

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

Nastiti¹,

Syavaranti²,

Aruman³

2021

JCS

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PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.

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The Effects of Brand Image on Online Perceived Quality, Online Brand Personality and Purchase Intention

Cited by 9 publications

References 16 publications

Brand personality in cultural tourism through social media

Brand personality in cultural tourism through social media

Brand Image Antecedents to Enhance Consumer Trust

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

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