Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions
This paper aims to identify the antecedent role of brand awareness in other dimensions of consumer-based brand equity (CBBE) and its impact on purchase intention. It is a quantitative study based on a survey conducted with 622 smartphone users. The theoretical hypothesis test was performed by struct...
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| Опубликовано в:: | BBR - Brazilian Business Review |
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| Главные авторы: | , |
| Формат: | Artigo |
| Язык: | Inglês |
| Опубликовано: |
FUCAPE Business School
2020
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| Предметы: | |
| Online-ссылка: | https://www.redalyc.org/articulo.oa?id=123075326004 https://www.redalyc.org/journal/1230/123075326004/ https://www.redalyc.org/journal/1230/123075326004/html/ https://www.redalyc.org/journal/1230/123075326004/123075326004.epub https://www.redalyc.org/journal/1230/123075326004/movil http://dx.doi.org/10.15728/bbr.2020.17.6.4 |
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