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...
Sábháilte in:
| Foilsithe in: | BBR - Brazilian Business Review |
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| Príomhchruthaitheoirí: | , |
| Formáid: | Artigo |
| Teanga: | Inglês |
| Foilsithe / Cruthaithe: |
FUCAPE Business School
2020
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| Ábhair: | |
| Rochtain ar líne: | 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 |
| Clibeanna: |
Níl clibeanna ann, Bí ar an gcéad duine le clib a chur leis an taifead seo!
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