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...
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| Format: | Article |
| Language: | English |
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FUCAPE Business School
2020-01-01
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| Series: | BBR: Brazilian Business Review |
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| Online Access: | http://www.redalyc.org/articulo.oa?id=123075326004 |
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| _version_ | 1825207232658145280 |
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| author | Vitor Azzari Anderson Pelissari |
| author_facet | Vitor Azzari Anderson Pelissari |
| author_sort | Vitor Azzari |
| collection | DOAJ |
| description | 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 structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers’ purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers. |
| format | Article |
| id | doaj-art-053fc56dcded47438ca59ea1f7bf936b |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2020-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-053fc56dcded47438ca59ea1f7bf936b2025-02-06T23:39:33ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2020-01-01176669685http://dx.doi.org/10.15728/bbr.2020.17.6.4Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity DimensionsVitor AzzariAnderson PelissariThis 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 structural equation modeling (PLS-SEM) and ordinary least squares (OLS) regression to analyze the mediation effect. The results demonstrate that brand awareness does not directly impact purchase intention. This effect is only observed when it is mediated by the three dimensions of CBBE - perceived quality, brand associations, and brand loyalty. This investigation makes two major contributions. First, it demonstrates that knowing a brand is not enough to generate consumers’ purchase intent. Second, it uses the mediating effect of the other dimensions of CBBE (associations, loyalty, and perceived quality) to demonstrate that brand awareness acts as a first step in building brand value for consumers.http://www.redalyc.org/articulo.oa?id=123075326004brand awarenessbrand equitypurchase intentionsmartphones |
| spellingShingle | Vitor Azzari Anderson Pelissari Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions BBR: Brazilian Business Review brand awareness brand equity purchase intention smartphones |
| title | Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions |
| title_full | Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions |
| title_fullStr | Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions |
| title_full_unstemmed | Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions |
| title_short | Does Brand Awareness Influences Purchase Intention? The Mediation Role of Brand Equity Dimensions |
| title_sort | does brand awareness influences purchase intention the mediation role of brand equity dimensions |
| topic | brand awareness brand equity purchase intention smartphones |
| url | http://www.redalyc.org/articulo.oa?id=123075326004 |
| work_keys_str_mv | AT vitorazzari doesbrandawarenessinfluencespurchaseintentionthemediationroleofbrandequitydimensions AT andersonpelissari doesbrandawarenessinfluencespurchaseintentionthemediationroleofbrandequitydimensions |