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...
Bewaard in:
| Gepubliceerd in: | BBR - Brazilian Business Review |
|---|---|
| Hoofdauteurs: | , |
| Formaat: | Artigo |
| Taal: | Inglês |
| Gepubliceerd in: |
FUCAPE Business School
2020
|
| Onderwerpen: | |
| Online toegang: | 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 |
| Tags: |
Geen labels, Wees de eerste die dit record labelt!
|