Purchase Intention Produk Smartphone ditinjau dari Aspek Brand Management
نویسندگان
چکیده
منابع مشابه
The impact of brand equity on price premium, brand extension, brand preference and purchase intention
One of the most valuable assets of each firm is the brand of that firm. Whatever the �brand equity is more in the consumers, mind, the firm can gain more benefits from the consumers in its shadow. The continuous controlling of this concept is as a necessary step in its effective management. In recent decades, studying and searching about the brand has allocated a special position in different d...
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Social networking websites have become increasingly popular, and have also become the main media not only to connect lives socially, but also to affect brand image and consumers’ purchase intention. The purpose of this paper is to incorporate the Facebook fan page and e-journal provide over the Internet (cloud e-journal) with the uses and gratification theory to test the impact on brand image a...
متن کاملFinding Congruence Between Sensation Seeking, Brand Personality and Purchase Intention: An Empirical Study
Human needs give way to the engagement of consumers in different activities which provide avenues for self-expression or to experience the anticipated emotional benefits that differentiate them from others. One such category of consumers is termed as Sensation Seekers. This research study explores the phenomenon of congruence and examines the correlation between sensation, brand personality and...
متن کاملSelf-endorsing versus Other-endorsing in Virtual Environments: the Effect on Brand Attitude and Purchase Intention
Self-endorsing—the portrayal of potential consumers using products—is a novel advertising strategy made possible by the development of virtual environments. Three experiments compared self-endorsing to endorsing by an unfamiliar other. In Experiment 1, self-endorsing in online advertisements led to higher brand attitude and purchase intention than other-endorsing. Moreover, photographs were a m...
متن کاملThe Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount
Most of previous studies either take product knowledge as a moderator, or involve varying degree of product knowledge on the consumers’ perceived evaluation as an influential factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention. Thus, this research has chosen both an intrinsic and an extrinsic product cue─brand image and ...
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ژورنال
عنوان ژورنال: Journal of Management and Business Review
سال: 2021
ISSN: 2503-0736,1829-8176
DOI: 10.34149/jmbr.v18i2.292