Consumer-Based Brand Equity and Purchase Intention in Lebanese Higher Education Industry: Mediation and Moderation Analysis
| المصدر: | مجلة التجارة والتمويل |
|---|---|
| الناشر: | جامعة طنطا - كلية التجارة |
| المؤلف الرئيسي: | Ali, Alaa Eldin Abbass (Author) |
| المجلد/العدد: | ع4 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2020
|
| الشهر: | ديسمبر |
| الصفحات: | 2 - 38 |
| ISSN: |
1110-4716 |
| رقم MD: | 1175440 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
6
| المستخلص: |
This paper investigates the influence of consumer based brand equity (CBBE) dimensions on customers' brand attitude and purchase intention, along with the moderating effect for corporate social responsibility on the relationship between customers' brand attitude and their purchase intention. The study sample consists of 375 students, which is considered as sufficient sample for applying data analysis using Smart PLSSEM. The findings reveal that three dimensions for CBBE out of four have a significant positive effect on customers' brand attitude (Brand awareness, brand loyalty and brand image), while only brand loyalty has a direct positive influence on customers' purchase intention. Also brand attitude partially mediates the relationship between brand loyalty and purchase intention, while it fully mediates the relationship between brand image and purchase intention. Furthermore, corporate social responsibility does not moderate the relationship between customers' brand attitude and their purchase intention. Moreover, this paper contributes in expanding CBBE literature. |
|---|---|
| ISSN: |
1110-4716 |
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