BRAND EQUITY ON PURCHASE INTENTION CONSUMERS WILLINGNESS TO PAY PREMIUM PRICE JUICE

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UEU » Journal » Magister Manajemen
Posted by [email protected] at 21/10/2017 13:18:33 • 1116 Views

BRAND EQUITY ON PURCHASE INTENTION CONSUMERS WILLINGNESS TO PAY PREMIUM PRICE JUICE

Created by :
Ariesta Bougenvile ( Ariesta Bougenvile )
Endang Ruswanti

Subject:	EKUITAS MERK MINAT BELI
Alt. Subject :	BRAND EQUITY PURCHASE INTENTION PRICE JUICE
Keyword:	DAYA BELI PRICE JUICE BRAND IMAGE

Description:

Congruence with this issue, the research have two objectives, the first objective is understanding consumer mind through brand equity in purchasing a product and willingness to pay premium price. The second is how the strategy should be done by a newcomer to the juice category. Based on sample of 330 consumers, Structural Equation Modeling is used to test hypotheses. The research shows that brand loyalty of juice is the most important dimension to build brand equity. In addition, a positive significant effect is found for brand awareness and association. Meanwhile, weak support is found for the perceived quality dimensions.Empirical support to the effect of juice�s brand equity impacts on the consumers� purchase intention and willingness to pay premium price. This research brings relevant implication to the manager of juice production that should consider the relative importance of brand equity dimensions in their overall brand equity evaluationsin creating the consumers� purchase intention and willingness to pay premium price. Keywords: Brand Equity, Purchase Intention, Willingness Premium Price

Date Create	:	21/10/2017
Type	:	Text
Format	:	PDF
Language	:	English
Identifier	:	UEU-Journal-11_0008
Collection ID	:	11_0008

Source :
IOSR, Vol. 1, No. 8, Hal. 12-18

Relation Collection:
Fakultas Ekonomi Bisnis

Coverage :
Civitas Akademika Universitas Esa Unggul

Rights :
@2017 Perpustakaan Esa Unggul

Publication URL :
https://digilib.esaunggul.ac.id/brand-equity-on-purchase-intention-consumers-willingness-to-pay-premium-price-juice-9406.html

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