The Relation Between Brand Equity and Purchase Intention by the Smartphones' Consumer Perspective.
Name: VITOR AZZARI VIEIRA
Publication date: 20/08/2018
Examining board:
Name |
Role |
|---|---|
| MARCELO MOLL BRANDÃO | Internal Examiner * |
| TERESA CRISTINA JANES CARNEIRO | Internal Examiner * |
Summary: Currently one of the objects most used by the population are smartphones, which allow people to have in their hands tools never before imagined. Its growth is due to the great and current technological advance. Linked to the environment of high competitiveness, consumers become increasingly strict to choose their product against the great
diversity of options. Knowing this, organizations tend to work their brand better considering it one of their most important assets. Brands with higher value from the point of view of consumers tend to influence your purchase intention. Thus, the objective of this study is to analyze the relationship between the purchase intention and the value of the brand through its dimensions: loyalty, perceived quality, awareness and associations, using as main study the main brands of smartphones. It
is a quantitative research that tested the theoretical hypotheses by means of Structural Equation Model (SEM), also using the technique of Multi-group Analysis to compare the brands. Data collection was carried out in May 2018 through a survey of university students from an emerging market, obtaining a total of 488 valid questionnaires. The
results of the three brands studied (Apple, Samsung and Motorola) demonstrated a significant effect between the Intention of Purchase and those of the variables Loyalty, Perceived Quality and Associations. The Awareness construct, however, did not have a significant effect on the purchase intent. With the multigroup analysis carried out, it was possible to perceive that respondents who use the Motorola product give more
importance to the perception of quality in their behavior of buying smartphones. Already for Samsung users, the associations have a stronger relationship with the Purchase Intention. The model contributed to analyze the relationship between variables and to identify consumer behavior in an emerging market that is little explored in scientific research, indicating that organizations need to know consumers better to develop actions aligned with the behavior of their users.
