Article2002

The Influence of Brand Associations on Brand Preference and Purchase Intention

92 citations0/0 files storedJournal of International Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

This study examines the preferences and purchase intentions of young South-east Asian consumers. Specifically, the study focuses on the non-product brand associations proposed by Keller (1998) and tests their effects on brand preference rating and purchase intentions toward different brands of fashion apparel. Data were gathered in Singapore via a self-administered survey and the results indicate differential effects of brand associations such as price perceptions, brand personality, brand-elicited feelings, self-image and brand-user-image congruency on consumer brand preferences and purchase intentions.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1988The Cognitive Structure of Emotions 1985Measuring the Involvement Construct 1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1999The Role of Emotions in Marketing

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