品牌传承、企业美誉度和品牌形象对购买意愿的影响

Guntur Pradipto Aji Raharjo
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引用次数: 0

摘要

本研究旨在实证证明这三个因素是如何影响购买决策的。本研究模型将品牌传承、企业美誉度、购买意愿、品牌形象等多个变量作为附加变量。本研究证明,品牌传承仍然是顾客购买意愿或意向的重要驱动因素。企业声誉也出现了类似的结果,支持了企业声誉对Datsun产品的购买意愿有积极影响的观点,品牌形象也会影响消费者购买Datsun产品。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
BRAND HERITAGE, CORPORATE REPUTATION AND BRAND IMAGE ON BUYING INTENTION
This study aims to prove empirically how these three factors can influence purchasing decisions. This research model involves several variables of brand heritage, corporate reputation, purchase intention and brand image as additional variables. This research proves that brand heritage is still an important driver of customer purchase intentions or intentions. Similar results also occur in corporate reputation that supports this view that corporate reputation has a positive influence on buying intentions for Datsun products, and brand image that also influences consumers to buy Datsun products.
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