The Influence of Brand Equity on Consumer Purchase Decisions at Starbucks

Autor:	Liem Gai Sin, Yap Wen Yan, Choong Shu Ching, Dilip D, Chin Pei Wen, Theofilus Welyna Putra, Somya Agarwal, Lew Ke Er, Daisy Mui Hung Kee, Rudresh Pandey, Rupesh Sinha
Rok vydání:	2021
Předmět:	Conceptual framework Order (business) Advertising Business Brand equity Affect (psychology)
Zdroj:	International Journal of Accounting & Finance in Asia Pasific. 4:37-50
ISSN:	2655-6502 2684-9763
Popis:	The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::abc48edc3d55c1155c94f2a376c26e14 https://doi.org/10.32535/ijafap.v4i1.1031 Zobrazit plný text záznamu