Corporate-, Product-, and User-Image Dimensions and Purchase Intentions - The Mediating Role of Cognitive and Affective Attitudes
نویسندگان
چکیده
This study investigates the effects of corporate-, productand user image dimensions on purchase intentions, with cognitive and affective attitudes as mediator. A questionnaire survey was conducted with convenience sample. The results demonstrate significant effects of three brand image dimensions on purchase intention. In addition, the cognitive and affective attitudes fully or partially account for the relationship. This study contributes to the understanding of the assessment of the relationship between brand image dimensions and purchasing behavior. Implications for brand management are also discussed.
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ورودعنوان ژورنال:
- JCP
دوره 6 شماره
صفحات -
تاریخ انتشار 2011