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Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention: A Resellers' View
| Content Provider | Semantic Scholar |
|---|---|
| Author | Yaseen, Nazia Tahira, Mariam Gulzar, Amir Anwar, Ayesha |
| Copyright Year | 2011 |
| Abstract | The study is to investigate resellers' point of view about the impact of brand awareness, perceived quality and customer loyalty on brand profitability and purchase intention. Further the study is also focused on finding out the mediating role of purchase intension on the relationship of brand awareness and profitability, perceived quality and profitability and brand loyalty and profitability. The study was causal in nature and data was collected from 200 resellers. The results showed insignificant impact of brand awareness and loyalty whereas significant impact of perceived quality on profitability. Further the results revealed significant impact of brand awareness, perceived quality and loyalty on purchase intention. Sobel test for mediation showed that purchase intension mediates the relationship of the perceived quality and profitability only. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://journal-archieves13.webs.com/833-839.pdf |
| Alternate Webpage(s) | http://www.journal-archieves13.webs.com/833-839.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
