Home|Journals|Articles by Year Follow on Twitter

Directory for Medical Articles
 

Open Access

Research Article

EEO. 2020; 19(4): 4458-4471


Impact of Brand Equity on Purchase Intention Through Brand Preference: Macro and Micro Perspective from Online Fast Food Industry of Pakistan

Masood Hasan, Nazia Saeed, Saima Munawar, Dr. Shabbar Hussain, Hannan Afzal, Dr. Qasim Saleem.

Abstract
This study aims to analyze the impact of consumer-based brand equity on purchase intention in the context of the online fast-food market. It evaluates this relationship from both macro ad micro levels perspective of brand equity. Moreover, this study assesses the mediation effect of brand preference. The data collected from 328 respondents residing in Karachi was analyzed using partial least squares - structural equation modeling (PLS-SEM) to test the hypothesized relationships. The findings show that overall brand equity has a substantial impact on purchase intention both directly and indirectly. However, on the micro-level, only brand loyalty directly affects purchase intention, whereas brand loyalty and brand awareness have an indirect effect on purchase intention en route purchase intention. This study provides fresh insights into a well-researched area. The marketers should understand that fast-food customer is driven to purchase more through loyalty, so more focus should be placed on repeat purchases. This study contributes to the literature by explaining the macro and micro level relationship of consumer-based brand equity within a single context.

Key words: Brand Equity, Purchase Intention, Brand Preference, Macro , Micro, Fast Food.



Similar Articles

Controllable synthesis of uniform large-sized spherical covalent organic frameworks for facile sample pretreatment and as naked-eye indicator.
Li W, Wang R, Jiang HX, Chen Y, Tang AN, Kong DM
Talanta. 2022; 236(): 122829

Facile design of multifunction-integrated linear oligonucleotide probe with multiplex amplification effect for label-free and highly sensitive GMO biosensing.
Yan C, Xu J, Yao B, Yang L, Yao L, Liu G, Chen W
Talanta. 2022; 236(): 122821

Social distancing, trust and post-COVID-19 recovery.
Kim YR, Liu A
Tourism management. 2022; 88(): 104416

Purification of Cytoskeletal Proteins by Fast Protein Liquid Chromatography (FPLC) Using an ÄKTA Start System.
Gotesman M, Wang Y, Madasu SC, Mitchell CA
Methods in molecular biology (Clifton, N.J.). 2022; 2364(): 237-249

Examination of the Suitability of Attractive Target Genes for RNAi-Based Pest Control.
Zhang W
Methods in molecular biology (Clifton, N.J.). 2022; 2360(): 175-185


Full-text options


Latest Statistics about COVID-19
• pubstat.org


Add your Article(s) to Indexes
• citeindex.org






Covid-19 Trends and Statistics
ScopeMed.com
CiteIndex.org
CancerLine
FoodsLine
PhytoMedline
Follow ScopeMed on Twitter
Author Tools
eJPort Journal Hosting
About BiblioMed
License Information
Terms & Conditions
Privacy Policy
Contact Us

The articles in Bibliomed are open access articles licensed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License (https://creativecommons.org/licenses/by-nc-sa/4.0/) which permits unrestricted, non-commercial use, distribution and reproduction in any medium, provided the work is properly cited.
ScopeMed is a Database Service for Scientific Publications. Copyright ScopeMed Information Services.



ScopeMed Web Sites