Effect of Consumer Perception of Brand Equity Fit on Purchase Intention for Brands in Symbolic Alliances

Document Type : Review article

Authors

Department of Marketing and Consumer Studies, Faculty of Economics and Management Sciences, University of Ibadan, Nigeria

Abstract

This paper examines the effect of consumers’ perception of brand equity fit on purchase intention for focal brands in symbolic alliances through an empirical investigation of consumer-based brand equity elements. Using the signalling theory, this study empirically tested a model to examine the effect of brand equity fit between brands in a symbolic brand alliance on consumers’ purchase intentions for selected consumable products in Lagos, Nigeria. A sample of 384 supporters of the partnered brands in a symbolic brand alliance was considered for the study. The result of the ordered logistic regression indicated that brand equity has an effect on consumers’ purchase intention for the selected consumable products. The results showed that brand equity fit employed had positive significant impact on purchase intention for the brands in the symbolic alliance. The study broadens the existing studies on fit components of brand alliances. Moreover, the findings of this research provide the strategic benefit of jointly presenting a brand with another brand through a good brand equity fit.

Keywords

Main Subjects


Article Title [فارسی]

اثر ادارک مصرف کننده از برازش ارزش ویژه برند بر قصد خرید از برندهای حاضر در یک اتحاد نمادین

Authors [فارسی]

  • باباتوندِ مویسیلیو آبینا
  • اولوسِیِ آجایی
گروه مطالعات بازاریابی و مصرف کننده، دانشکده علوم اقتصاد و مدیریت، دانشگاه آیبادان، نیجریه
Abstract [فارسی]

این مقاله اثر ادارک مصرف کننده از برازش ارزش ویژه برند بر قصد خرید از برندهای کانونی در اتحادهای نمادین را از طریق مطالعه تجربی عناصر مشتری-محور ارزش ویژه برند بررسی می کند. با استفاده از نظریه علامت دهی، این مطالعه مدلی را آزمود تا اثر برازش ارزش ویژه برند بین برندهای حاضر در یک اتحاد نمادین را بر قصد خرید محصولات مصرفی منتخب توسط مشتریان در لاگوس نیجریه بررسی نماید. نمونه ای متشکل از 384 طرفدار دو برند شریک شده در یک اتحاد نمادین انتخاب شد. نتایج رگرسیون لجستیک مرتب شده نشان داد که ارزش ویژه برند روی قصد خرید محصولات مصرفی منتخب توسط مشتریان اثرگذار است. نتایج همچنین نشان داد که برازش ارزش ویژه برند اثر مستقیم و معناداری روی قصد خرید از برندهای حاضر در اتحاد نمادین دارد. این تحقیق دامنه مطالعات فعلی روی مولفه های برازش اتحاد برند را گسترش می دهد. به علاوه، یافته های این تحقیق بر مزیت راهبردی ارایه همزمان یک برند همراه با یک برند دیگر مبتنی بر برازش خوب ارزش ویژه دو برند تاکید می کند. 

Keywords [فارسی]

  • برند
  • ارزش ویژه برند
  • قصد خرید
  • اتحاد نمادین
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