The impact of brand equity on brand preference and purchase intentions in the service industries |
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| Authors: | Hsin Hsin Chang Ya Ming Liu |
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| Institution: | 1. Department of Business Administration , National Cheng Kung University , 1 University Road, Tainan City , 70101 , Taiwan, Republic of China easyhhc@mail.ncku.edu.tw;3. Department of Economics , National Cheng Kung University , 1 University Road, Tainan City , 70101 , Taiwan, Republic of China |
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| Abstract: | The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories. A structural equation model is presented. Not only does it show a good fit with the research constructs but also the relationships between brand image and brand equity, and brand attitude and brand equity. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework. |
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| Keywords: | brand equity brand attitude brand image brand preference |
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