The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention.
| Published in | Journal of Business and Economic Development (Volume 8, Issue 4) |
| DOI | 10.11648/j.jbed.20230804.12 |
| Page(s) | 113-120 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2023. Published by Science Publishing Group |
Brand Awareness, Perceived Quality, Purchase Intention
| [1] | Aaker. (2015). The Value of Brand Equity”, Journal of Business Strategy, Vol. 13 Issue 4 pp. 27-32, 1992. |
| [2] | Anderson & Gerbing. (1998). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychol. Bull. 1988, 103, 411–423. |
| [3] | Anwar, M., & Andrean, D. (2021). The Effect of Perceived Quality, Brand Image, and Price Perception on Purchase Decision. Proceedings of the 4th International Conference on Sustainable Innovation 2020-Accounting and Management (ICoSIAMS 2020), 176 (ICoSIAMS 2020), 78–82. https://doi.org/10.2991/aer.k.210121.012 |
| [4] | Azzari, V. (2020). Does Brand Awareness Influences Purchase Intention ? The Mediation Role of Brand Equity Dimensions. November. https://doi.org/10.15728/bbr.2020.17.6.4 |
| [5] | Azzari, V., & Pelissari, A. (2020). Does brand awareness influences purchase intention? The mediation role of brand equity dimensions. Brazilian Business Review, 17 (6), 669–685. https://doi.org/10.15728/BBR.2020.17.6.4 |
| [6] | B, M., Lubis, A. N., Rini, E. S., & Silalahi, A. S. (2021). Confirmatory Factor Analysis of Electronic Word of Mouth in Private College Students in Medan. Journal of International Conference Proceedings, 3 (4), 54–66. https://doi.org/10.32535/jicp.v3i4.1010 |
| [7] | Boru, T. (2018). CHAPTER FIVE RESEARCH DESIGN AND METHODOLOGY 5. 1. Introduction. CHAPTER FIVE RESEARCH DESIGN AND METHODOLOGY 5.1. Introduction, December, 41. https://doi.org/10.13140/RG.2.2.21467.62242 |
| [8] | Browne&Cudeck. (1993). Alternative ways of assessing model fit. In K. A. Bollen & J. S. Long (Eds.), Testing struc_tural equation models (pp. 136–162). Newbury Park, CA: SAGE Punblications, Inc. |
| [9] | Bushara, M. A., Abdou, A. H., Hassan, T. H., Sobaih, A. E. E., Albohnayh, A. S. M., Alshammari, W. G., Aldoreeb, M., Elsaed, A. A., & Elsaied, M. A. (2023). Power of Social Media Marketing: How Perceived Value Mediates the Impact on Restaurant Followers’ Purchase Intention, Willingness to Pay a Premium Price, and E-WoM? Sustainability, 15 (6), 5331. https://doi.org/10.3390/su15065331 |
| [10] | Calvo-Porral. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23 (2), 90-95. |
| [11] | Calvo-Porral, C., & Lévy-Mangin, J. P. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23 (2), 90–95. https://doi.org/10.1016/j.iedeen.2016.10.001 |
| [12] | Chen. (2013). Study of product brand image and individual’s product knowledge and perceived risk affecting on consumer purchasing behavior, Retrieved November 8, 2013. |
| [13] | Chi, H. K. (2009). The Impact of Brand Awareness on Consumer Purchase Intention : The Mediating Effect of Perceived Quality and Brand Loyalty. 4 (1), 135–144. |
| [14] | Chin. (1998). The partial least squere approach in structural equation mod method bus res. |
| [15] | Cochran, W. G. (1963). Sampling Techniques, Third Edition, Page 75 read with 51. In John Wiley and Sons, Inc. |
| [16] | Creswell. (2007). Research Design: Qualitative, Quantitative and Mixed Methods Approaches. (2nd edition). Thousand Oaks, CA, Sage Publications Ltd. |
| [17] | Das. (2015). Linkages between self-congruity, brand familiarity, perceived quality and purchase intention: A study of fashion retail brands. Journal of Global Fashion Marketing, 6 (3), 180-193. |
| [18] | Eduardo, C., & Brito, F. De. (2004). Graphical Methods for Identi cation in Structural Equation Models. June. |
| [19] | Eid. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12 (1), 78–93. https://doi.org/10.1017CBO9781107415324.004. |
| [20] | Femenia. (2020). “Influencer marketing for tourism destinations: lessons from a mature destination,” in Information and Communication Technologies in Tourism. eds. J. Neidhardt and W. Wörndl (Germany: Springer), 65–78. |
| [21] | Finney. (2016). ChapterS Overview of Estimation Methods and Preconditions for Their Application With Structural Equation Modeling. 540–568. |
| [22] | Fornell&Larcker. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. J. Mark. Res. 1981, 18, 382. |
| [23] | Foroudi et al. (2018). Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention. Journal of Business Research. |
| [24] | Garg, J. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45 (2), 259–272. |
| [25] | Gulzar, A. (2018). Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention : A Resellers ’ View Impact of Brand Awareness, Perceived Quality and Customer Loyalty on Brand Profitability and Purchase Intention : A Rese. February. |
| [26] | Hameed, F., Malik, I. A., Hadi, N. U., & Raza, M. A. (2023). Brand awareness and purchase intention in the age of digital communication: A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13 (2). https://doi.org/10.30935/ojcmt/12876 |
| [27] | Hoffmann, C., & Weithaler, L. (2015). Building Brand Reputation in the Digital Age. Lund University School of Economics and Management. |
| [28] | Hutteretal. (2013). The impact of iser interactions in social media on brand awareness and purchase intention: The case of MINI on Facebook. Journal of Product and Brand Management, 22 (5-6), 342-351. |
| [29] | Jin&Kang. (2015). Purchase intention of Chinese consumers toward a US apparel brand: a test of a composite behavior intention model. Journal of Consumer Marketing, 28 (3), 187-199. |
| [30] | Khan. (2012). Ghauri, T. A., & Majeed, S. Impact of Brand Related Attributes on Purchase Intention of Customers, a Study about the Customers of Punjab, Pakistan. Interdisciplinary journal of contemporary research in business, 4 (3), 194-200. |
| [31] | KOTLER, P. (2003). Marketing Management 10th edition, Prentice Hall International, London, UK,. |
| [32] | Kusumo. (2021). he Effect of Social Media Marketing on Purchase Intention (Evidence from Indonesia). Paper presented at the 5th Global Conference on Business, Management, and Entrepreneurship (GCBME 2020). |
| [33] | Liberati, A., Altman, D. G., Tetzlaff, J., Mulrow, C., Gøtzsche, P. C., Ioannidis, J. P. A., Clarke, M., Devereaux, P. J., Kleijnen, J., & Moher, D. (2009). The PRISMA statement for reporting systematic reviews and meta-analyses of studies that evaluate healthcare interventions: explanation and elaboration. BMJ (Clinical Research Ed.), 339. https://doi.org/10.1136/bmj.b2700 |
| [34] | Ling&Severi. (2013). The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9 (3), 125. |
| [35] | Louviere&Erdem. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19 (1), 1-19. |
| [36] | Lowry, P. B., Vance, A., Moody, G., Beckman, B., & Read, A. (2008). Explaining and predicting the impact of branding alliances and web site quality on initial consumer trust of E-commerce web sites. Journal of Management Information Systems, 24 (4), 199–224. https://doi.org/10.2753/MIS0742-1222240408 |
| [37] | Maat, S. M., Adnan, M., Abdullah, M. F. N. L., Ahmad, C. N. C., & Puteh, M. (2015). Confirmatory Factor Analysis of Learning Environment Instrument among High Performance School Students. Creative Education, 06 (06), 640–646. https://doi.org/10.4236/ce.2015.66063 |
| [38] | Malarvizhi, C. A., Al Mamun, A., Jayashree, S., Naznen, F., & Abir, T. (2022). Modelling the significance of social media marketing activities, brand equity and loyalty to predict consumers’ willingness to pay premium price for portable tech gadgets. Heliyon, 8 (8), e10145. https://doi.org/10.1016/j.heliyon.2022.e10145 |
| [39] | Malkanthie, A. (2019). Chapter-1 The Basic Concepts of Structural Equation Modeling 1.1. Introduction. January. https://doi.org/10.13140/RG.2.1.1960.4647 |
| [40] | Marcoulides, K. M., Foldnes, N., & Grønneberg, S. (2020). Assessing Model Fit in Structural Equation Modeling Using Appropriate Test Statistics. Structural Equation Modeling, 27 (3), 369–379. https://doi.org/10.1080/10705511.2019.1647785 |
| [41] | Oktiani, A., & Khadafi, R. (2018). Pengaruh Brand Awareness dan Brand Image serta Word Of Mouth terhadap Brand Trust dan Pembentukan Brand Loyalty pada Pelanggan Cbezt Friedchiken Kecamatan Genteng Banyuwangi. Journal of Economic, Bussines and Accounting (COSTING), 1 (2), 269–282. https://doi.org/10.31539/costing.v1i2.259 |
| [42] | Pace, R. K. (2014). Maximum likelihood estimation. Handbook of Regional Science, 1553–1569. https://doi.org/10.1007/978-3-642-23430-9_88 |
| [43] | Parmar, S. M. (2019). A Study on Impact of Social Media Marketing on Brand Awareness, Brand Preference and Purchase Intention with Special Reference to Young Consumers Brand Awareness Social Media Marketing Brand Preference Purchase Decision. International Bulletin of Management and Economics, 11 (July), 201–215. |
| [44] | Pouristama, B. E., & T, I. I. R. S. (2018). Factors Affecting Consumer Attitudes Towards Online Shopping (Study Case of Lazada. co. id). 5 (3), 3683–3690. |
| [45] | Putri Dwicahyani, Henny Welsa, G. K. A. (2022). The effect of social media marketing, perceived quality on brand loyalty, with brand trust as intervening variables. 6 (2), 677–686. |
| [46] | Roy, D., Paul, H. S., Mou, M. Das, & Mia, S. (2021). Consumers’ attitude toward social media advertisement- A study in the context of Bangladesh. 12 (1). |
| [47] | Sankar. (2022). Effect Of Brand Equity On Consumer Purchase Intention With Special Reference To Two-Wheeler Industry. 7 (2), 2715–2726. |
| [48] | Sastrawati, M., Darsono, N., & Kuala, U. S. (2020). Masniari Sastrawati, Nurdasila Darsono and MirzaTabrani Department of Management, Universitas Syiah Kuala, Indonesia http://doi.org/10.35409/IJBMER.2020.3138. 3 (01), 60–69. |
| [49] | Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. MPR-Online, 8 (2), 23–74. |
| [50] | Shahid, Z., Hussain, T., Park, N. C., Bagh, T., & Scheme, H. (2017). The Impact of Brand Awareness on The consumers ’ Purchase Brand Knowledge Brand Equity Brand Loyalty Percieved Quality Brand Awareness Brand Image. 34–38. |
| [51] | Sivaram, Niknik Ahmad Munawar, H. A. (2019). 1. 2, 3 1). 1 (2), 232–246. https://doi.org/10.31933/DIJMS |
| [52] | Sivaram. (2020). DETERMINATION OF PURCHASE INTENT DETERMINATION OF PURCHASE INTENTION THROUGH BRAND AWARENESS AND PERCEIVED QUALITY (Case Study: For consumers PT. Sentosa Santosa Finance Tangerang area). Dinasti International Journal of Management Science. https://doi.org. |
| [53] | Suryadi. (2015). The impact of brand equity towards purchase intention on PT. X’s candy. iBuss Management, 3 (2), 1-8. |
| [54] | Syah, A., Leonardi, F., Siahaan, B. N., Harapan, U. P., Bisnis, I., Teknologi, I., Mandiri, U., & Prestasi, B. (2022). THE IMPACT OF BRAND AWARENESS AND BRAND PERCEIVED QUALITY. 11 (2), 1445–1456. |
| [55] | Weston, R. (2018). A Brief Guide to Structural Equation Modeling A Brief Guide to Structural Equation Modeling. November. https://doi.org/10.1177/0011000006286345 |
| [56] | Wu&Ho. (2014). The influence of perceived innovation and brand awareness on purchase intention of innovation product—an example of iPhone. International Journal of Innovation and Technology Management, 11 (04), 1450026. |
APA Style
Bakalo, A., Amantie, C. (2023). The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. Journal of Business and Economic Development, 8(4), 113-120. https://doi.org/10.11648/j.jbed.20230804.12
ACS Style
Bakalo, A.; Amantie, C. The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. J. Bus. Econ. Dev. 2023, 8(4), 113-120. doi: 10.11648/j.jbed.20230804.12
AMA Style
Bakalo A, Amantie C. The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. J Bus Econ Dev. 2023;8(4):113-120. doi: 10.11648/j.jbed.20230804.12
Share This Article
Twitter
Linked In
Facebook
Copy
Download@article{10.11648/j.jbed.20230804.12,
author = {Alemayehu Bakalo and Chalchissa Amantie},
title = {The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia},
journal = {Journal of Business and Economic Development},
volume = {8},
number = {4},
pages = {113-120},
doi = {10.11648/j.jbed.20230804.12},
url = {https://doi.org/10.11648/j.jbed.20230804.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20230804.12},
abstract = {The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention.
},
year = {2023}
}
TY - JOUR T1 - The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia AU - Alemayehu Bakalo AU - Chalchissa Amantie Y1 - 2023/12/11 PY - 2023 N1 - https://doi.org/10.11648/j.jbed.20230804.12 DO - 10.11648/j.jbed.20230804.12 T2 - Journal of Business and Economic Development JF - Journal of Business and Economic Development JO - Journal of Business and Economic Development SP - 113 EP - 120 PB - Science Publishing Group SN - 2637-3874 UR - https://doi.org/10.11648/j.jbed.20230804.12 AB - The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention. VL - 8 IS - 4 ER -
Marketing Management, College of Business and Economics, Mizan Tepi University, Mizan, Ethiopia
Management, College of Business and Economics, Jimma University, Jimma, Ethiopia
Information