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 ...

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...

Abstract The present study proposes the conceptual model, which traces role of consumers’ high-quality consciousness, perceived brand equity, and luxury value perceptions on intention to purchase masstige brands tests it for moderating generational cohort membership (X-ers, Y-ers, Z-ers). To explore relationship between variables interest, we used a quantitative survey-based research design emp...

Purpose: This research aims to examine the impact of consumer purchase intention and halal brand equity from a perspective, namely image, perceived quality, satisfaction, trust, loyalty.
 Method: employs an online questionnaire collect data 210 respondents aged 17 above who have experience consuming halal-labeled instant noodles in Indonesia. Based on objective, it falls under basic resear...

Purpose: As an Internet-based version of word of mouth, electronic word-of-mouth (eWOM), the new information presented from the perspective of consumers who have purchased and used the product, have become a major informational source for consumers. The purpose of this paper aims to investigate the influence of eWOM on purchasing intention. Moreover, this study examines the moderating effect of...

Background. The brand equity is raised as one key subject in founding the value creation for the brand. Nowadays, the sports managers are searching for creating a very powerful brand and favorable for their own organizations obtaining one long term and highlighting the consumers’ athletic experiences and the continuous relationship with them. Objectives. The purpose of this study was to focus ...