Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity

Vahdati, Hojjat and Mousavi Nejad, Seyed Hadi (2016) Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity. Asian Academy of Management Journal (AAMJ), 21 (2). pp. 1-26. ISSN 1394-2603

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Abstract

Organizations like banks with the ability to develop an understanding of and capability in predicting customer's behaviour are organisations that have an edge over their competitors in the marketplace. One way of how organization's competitive advantage can be achieved is when they can determine their customer's purchase intention of products. This study attempts to investigate if brand personality, e-WOM and brand equity are determining factors that influence bank's customers purchase intention which can lead to their purchase decision later. Here, Mellat Bank in Iran is used as a case study and the bank's customers participated as respondents in a survey. The study tested seven hypotheses using structural equation modeling techniques. The fndings show that brand personality, e-WOM and brand equity have positive and signifcant effects on customer's purchase intentions. The results also reveal that these factors have positive internal effects on each other. In addition, e-WOM and brand equity show positive mediator roles.

Item Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: Penerbit Universiti Sains Malaysia (USM Press) > Asian Academy of Management Journal (AAM)
Depositing User: Mr Firdaus Mohamad
Date Deposited: 20 Sep 2017 01:05
Last Modified: 20 Sep 2017 01:05
URI: http://eprints.usm.my/id/eprint/36669

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