Brand equity and purchase decision of fast-moving consumer goods

IF 1.1 Q4 MANAGEMENT
Washington Macías, Gabriela Barquet-Arenas, Jazmín Yambay-Aucancela
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引用次数: 0

Abstract

This work analyses the influence of consumer-based brand equity on the purchase decision of fast-moving consumer goods in Ecuador. By estimating a partial least squares structural equation model and a logit model on a sample of 120 Ecuadorian university students, it was found that brand awareness with a strength of association is positively related to perceived quality, perceived quality influences attitudinal loyalty, and loyalty influences overall brand equity. In addition, after controlling for reference prices, overall brand equity has a direct positive effect on consumers' purchase decisions. For brand managers, the main implication of these findings is that investments to improve the dimensions of brand equity, with an emphasis on loyalty, is a relevant mechanism to increase sales and generate greater brand value.
品牌资产与快速消费品的购买决策
本研究分析了消费者品牌资产对厄瓜多尔快速消费品购买决策的影响。通过对 120 名厄瓜多尔大学生样本进行偏最小二乘法结构方程模型和对数模型的估计,发现具有关联强度的品牌认知与感知质量正相关,感知质量影响态度忠诚度,而态度忠诚度影响总体品牌资产。此外,在控制参考价格后,整体品牌资产对消费者的购买决策有直接的积极影响。对于品牌管理者来说,这些研究结果的主要意义在于,投资改善品牌资产的各个维度(重点是忠诚度)是提高销售额和创造更大品牌价值的相关机制。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Tec Empresarial
Tec Empresarial MANAGEMENT-
CiteScore
1.80
自引率
0.00%
发文量
6
审稿时长
16 weeks
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