Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity
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...
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| Format: | Article |
| Language: | en |
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Asian Academy of Management (AAM)
2016
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| Subjects: | |
| Online Access: | http://eprints.usm.my/36669/1/aamj21022016_1.pdf http://eprints.usm.my/36669/ http://web.usm.my/aamj/21022016/aamj21022016_1.pdf |
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| _version_ | 1834501025092861952 |
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| author | Vahdati, Hojjat Mousavi Nejad, Seyed Hadi |
| author_facet | Vahdati, Hojjat Mousavi Nejad, Seyed Hadi |
| author_sort | Vahdati, Hojjat |
| building | Hamzah Sendut Library |
| collection | Institutional Repository |
| content_provider | Universiti Sains Malaysia |
| content_source | USM Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | 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. |
| format | Article |
| id | my.usm.eprints.36669 |
| institution | Universiti Sains Malaysia |
| language | en |
| publishDate | 2016 |
| publisher | Asian Academy of Management (AAM) |
| record_format | eprints |
| spelling | my.usm.eprints.36669 http://eprints.usm.my/36669/ Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity Vahdati, Hojjat Mousavi Nejad, Seyed Hadi HD28-70 Management. Industrial Management 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. Asian Academy of Management (AAM) 2016 Article PeerReviewed application/pdf en http://eprints.usm.my/36669/1/aamj21022016_1.pdf 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 http://web.usm.my/aamj/21022016/aamj21022016_1.pdf |
| spellingShingle | HD28-70 Management. Industrial Management Vahdati, Hojjat Mousavi Nejad, Seyed Hadi Brand Personality Toward Customer Purchase Intention: The Intermediate Role Of Electronic Word-Of-Mouth And Brand Equity |
| title | Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity |
| title_full | Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity |
| title_fullStr | Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity |
| title_full_unstemmed | Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity |
| title_short | Brand Personality Toward Customer
Purchase Intention: The Intermediate Role Of
Electronic Word-Of-Mouth And Brand Equity |
| title_sort | brand personality toward customer
purchase intention: the intermediate role of
electronic word-of-mouth and brand equity |
| topic | HD28-70 Management. Industrial Management |
| url | http://eprints.usm.my/36669/1/aamj21022016_1.pdf http://eprints.usm.my/36669/ http://web.usm.my/aamj/21022016/aamj21022016_1.pdf |
| url_provider | http://eprints.usm.my/ |