The Effect of Brand Image and Product Knowledge on Purchase Intention Moderated by Price Discount

Abstract

Most of previous studies either take product knowle dge as a moderator, or involve varying degree of product knowledge on the consumers’ perceived evalu ation as an influential factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention. Thus, this research has chosen both an intrinsic an d an extrinsic product cue─brand image and product knowledge ─as independent variables while using price discount as a moderator and conducted research on purchase intention.

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