Brands and consumer behavior

Main Article Content

Chih-Chung Chen
Ping-Kuo Chen
Chiung-En Huang
Cite this article:  Chen, C., Chen, P., & Huang, C. (2012). Brands and consumer behavior. Social Behavior and Personality: An international journal, 40(1), 105-114.


Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

In this research, on the basis of a review of the literature on brand image, brand equity, involvement, and purchase intention, we developed a questionnaire to explore the correlation of brand image and brand equity with consumer purchase intention. Respondents were university students in Taiwan. After analysis with SPSS, the following results were found: brand image significantly affected brand equity, brand equity significantly affected purchase intention, and brand image significantly affected purchase intention, but involvement showed no significant effect across all dimensions.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.

Article Details

© 2012 Scientific Journal Publishers Limited. All Rights Reserved.