Brands and consumer behavior

Chih-Chung Chen1, Ping-Kuo Chen2, Chiung-En Huang1
1Department of Knowledge Management, Aletheia University, Taiwan
2Department of Industrial and Business Management, Aletheia University, Taiwan
Cite this article:  Chen, C., Chen, P., & Huang, C. (2012). Brands and consumer behavior. Social Behavior and Personality: An international journal, 40, 105-114.

Volume 40 Issue 1 | e2392 | Published: January 2012 | DOI: https://doi.org/10.2224/sbp.2012.40.1.105

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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.
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