≣ MENU

Hledej:  
Czech |  English

Journal of Competitiveness

The Effects on Purchase Intention: The Case of Fruit Juice

Zaynutdinova Nodira, Pálka Přemysl

Klíčová slova
brand equity, dimensions of brand equity, satisfaction, perceived risk, purchase intention

Abstrakt:
Promoting a company to the markets, the level of its competitiveness largely depends on how recognizable the company’s brand among consumers is. This research study aims to analyze the direct effects of brand equity and satisfaction and the moderating effects of the degree of implication, perceived risk and grade of information on purchase intention. For this purpose, we developed an empirical study in the field of fruit juice applying the Aaker’s brand equity model. We talk about the product that is bought and consumed with a certain frequency and from which there is a wide range of purchasing alternatives to choose from and that allows variability in loyalty levels. In addition, it is a product that is not only consumed in the home, but even the individual increasingly takes his or her own buying decisions about it.

Celý článek ke stažení:

The Effects on Purchase Intention: The Case of Fruit Juice [PDF soubor] [Velikost souboru: 1.03 MB]

10.7441/joc.2017.03.08


Zaynutdinova N., Pálka P. (2017). The Effects on Purchase Intention: The Case of Fruit Juice. Journal of Competitiveness, 9 (3), 111-128. https://doi.org/10.7441/joc.2017.03.08

Journal of Competitiveness

  

Copyright © 2009-2019 Tomas Bata University in Zlin. All rights reserved.
Search powered by Google™

ISSN 1804-171X (Print); eISSN 1804-1728 (On-line)


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.