The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

Vinh, Tran Trung; Huy, Le Van

doi:10.5539/ijef.v8n3p75

Cited by 13 publications

(11 citation statements)

References 29 publications

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“…As stated in these studies, the brand association is an effective component of brand equity (Tong & Hawley, 2009). There is strong relationship between brand equity and brand preference (Myers, 2003;Cobb-Walgren et al, 1995;Vinh & Huy, 2016) and brand loyalty and purchase intention, brand preference (Latha, 2016;Jung & Sung, 2008Washburn & Plank, 2002. However there are a low correlation between "brand awareness, brand association" and purchase intention (Washburn & Plank, 2002).…”

Section: Brand Equity and Brand Preferencementioning

confidence: 95%

“…Brand Preference is the prejudice of consumer when choosing a specific brand among alternatives (Vinh & Huy, 2016). Brand Equity influences consumer choices, purchase intentions, and brand preference (Chen & Chang, 2008).…”

Section: Brand Equity and Brand Preferencementioning

confidence: 99%

“…Brand Preference Scale was taken from the study of Vinh and Huy (2016) (Vinh & Huy, 2016).…”

Section: Scale Developmentmentioning

confidence: 99%

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The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

Özkoç

Cengiz

2020

International Journal of Health Management and Tourism

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Aim-It was aimed to examine the effect of brand management practices on patients' brand equity perception and hospital preference. Methodology-Data were collected by using a convenience sampling method from 500 participants. Cronbach's alpha coefficient, factor analysis, and structural equation modeling were performed to analyze internal consistency, construct validity and hypothesis test. Findings: This study has shown that; "price" affects brand loyalty and brand preference; "distribution-promotion" affects perceived quality and brand awareness/ association; "physical evidence", and "people" affect all brand equity dimensions; "process" affects perceived quality and brand preference. All "brand equity dimensions" have an effect on brand preference. Brand management practices have also an indirect effect on brand preference except "price promotion" and "process". Research limitations/Recommendations-The current study is limited by hospitals in İstanbul and Ankara. Further research could be done in different places and with more participants. Also, distribution-promotion structure could be examined separate structure by adding new variables. Practical İmplications-The findings provide insight for hospital managers and marketing managers to improve their hospital's brand equity productively. Originality-In the literature, some studies can be found on hospital brand or hospital preference. However, studies that were previously carried out reviewed partially of brand management practices or brand equity dimensions. This study looks holistic perspective. For this reason, this study aims to fill in the gap in the literature to provide holistic insight.

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Section: Brand Equity and Brand Preferencementioning

confidence: 95%

Section: Brand Equity and Brand Preferencementioning

confidence: 99%

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The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

Özkoç

Cengiz

2020

International Journal of Health Management and Tourism

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“…Sebaliknya, sebuah keinginan yang rendah tidak berarti sebuah ketidakmungkinan yang absolut untuk membeli. Vinh (2016) menjelaskan bahwa minat pembelian adalah sebuah kecenderungan subjektif terhadap sebuah produk dan dapat menjadi petunjuk yang penting untuk memprediksikan perilaku konsumen. Vinh (2016) menambahkan bahwa minat pembelian merujuk pada kemampuan konsumen untuk melakukan pembelian kembali sebuah merek di masa yang akan datang.…”

Section: Landasan Teori Dan Perumusan Hipotesis Minat Pembelian (Purcunclassified

Analisis Pengaruh Ekuitas Merek, Preferensi Merek, dan Harga Dengan Citra Negara Asal sebagai Variabel Moderasi Terhadap Minat Pembelian Laptop Oleh Mahasiswa di Kota Batam

Purwianti¹,

Zaman²

2017

JMBI

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PendahuluanSebagian besar perusahaan memiliki tujuan untuk menarik perhatian konsumen. Salah satu cara untuk mencapai tujuan tersebut adalah dengan membuat perbedaan pada suatu produk. Perusahaan dapat membuat perbedaan dengan dua acara, yaitu secara fisik (rasa, desain produk, dsb) dan non fisik (harga, nama merek, dan citra negara asal). Pemberian merek merupakan proses penting dalam hal perbedaan suatu produk. Hal tersebut dikarenakan melalui merek itulah, produsen dapat memperoleh keuntungan dari penjualan produk yang unik dan berkualitas serta dapat mengkomunikasikan hubungan antara merek tersebut dengan barang atau jasa. (Moradi dan Zarei, 2011).Merek yang kuat dapat memberikan sebuah keunggulan kompetitif, meningkatkan arus kas, menyesuaikan likuiditas, menaikkan harga, meningkatkan profitabilitas dan loyalitas pelanggan, serta memberikan kesempatan bagi perusahaan untuk melakukan brand extension. Membangun ekuitas merek merupakan bagian terpenting dalam branding suatu produk. Ekuitas Merek didefinisikan sebagai penambahan utilitas atau nilai oleh merek kepada sebuah produk. (Moradi dan Zarei, 2011).Beberapa peneliti seperti Myers (2003); Prasad dan Dev (2000); De Chernaony (2004) dalam Moradi dan Zarei (2011) menunjukkan bahwa ekuitas yang tinggi menuntun pada preferensi dan loyalitas konsumen terhadap merek. Oleh karena itu preferensi konsumen terhadap merek suatu produk juga berpengaruh terhadap minat pembeliannya pada produk tersebut.Keller (2003) dalam Moradi dan Zarei (2011) juga menyatakan bahwa disamping perusahaan yang berperan sebagai produsen sebuah produk tertentu, negara asal atau lokasi geografis dari produsen juga memiliki hubungan dengan merek dan juga ikut memberikan

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“…Because brand equity is decisive for customers' brand choices. In this respect, there are many studies that investigated the relationship between brand equity and purchase intention (Moradi and Zarei, 2011;Jalilvand, Samiei and Mahdavinia, 2011;Vinh, 2016;Bian and Liu, 2011;Verma, 2021;Moreira, Fortes and Santiago, 2017). However, studies examining the effect of brand equity on purchase intention by applying Aaker's brand equity model are limited (Poturak and Softic, 2019).…”

Section: Introductionmentioning

confidence: 99%

The Relationship Between Social Media, Brand Equity, and Purchase Intention

ALTINTAS¹,

İmamoğlu²

2023

JGSM

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Brand equity is a concept that has attracted the great attention of researchers and practitioners since it is considered that it has a key role in influencing customers' attitudes and behaviors towards the brand. Therefore it is important to understand both its effects on customers' behaviors and how it is formed and improved. Nowadays, social media is a tool used by almost everyone thereby its impact on marketing activities and customers' perception of brands is indisputable. In this vein, the aim of this research is to examine the relationships between social media, brand equity, and purchase intention. For this purpose, data were collected from 225 customers of the tyre industry in Kocaeli in Turkey. The results indicate that social media affects brand equity positively. It is also found that brand equity influences purchase intention.

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The Relationships among Brand Equity, Brand Preference, and Purchase Intention: Empirical Evidence from the Motorbike Market in Vietnam

Cited by 13 publications

References 29 publications

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

The Effect of Brand Management Practices on Pati̇ent’s Brand Equity Perception and Hospital Preference

Analisis Pengaruh Ekuitas Merek, Preferensi Merek, dan Harga Dengan Citra Negara Asal sebagai Variabel Moderasi Terhadap Minat Pembelian Laptop Oleh Mahasiswa di Kota Batam

The Relationship Between Social Media, Brand Equity, and Purchase Intention

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