by : Nan-Hong Lin & Bih-Shya Lin
Published : Journal of International Management Studies * August 2007
ABSTRACT
Most of previous studies either take product knowledge as a moderator, or involve varying degree of product knowledge on the consumers’ perceived evaluation as an influential factor. It is rare to come across research that discusses how both brand image and product knowledge affect purchase intention.
Thus, this research has chosen both an intrinsic and an extrinsic product cue─brand image and product knowledge─as independent variables while using price discount as a moderator and conducted research on purchase intention.
Keywords: Brand Image, Product Knowledge, Purchase Intention, Price Discount
INTRODUCTION
Brand management has become increasingly important, given the rapid change of the global market and elevation of competition. Effective brand management creates clear product differentiation, consumer preference and loyalty, resulting in broadening market share. Aaker (1991) believes brand establishment and management should be not only one of the operating focuses for major industries but viewed as a source of competitiveness. For consumers, a brand provides a certain degree of product guarantee.
Shopping around can be time- and energy-consuming, and consumers do not always possess enough product knowledge to ensure the best buy. Under such circumstances, consumers usually go by well-known brands, which may result in higher costs but requires less research efforts. Thus, brand image not only affects how consumers view a product but has the benefit of lowering purchase risks (Loudon and Bitta, 1988).
Consumers usually go through confirmation of need, research prior to purchase, and product evaluation to make a purchase decision, and the last is a particularly important factor. Due to the fact that there are always risks within any purchase decision, consumers rely on product information or cues to lower the risks. Olson and Jacoby (1972) categorize product characteristics into . . . . . . . .(baca_selengkapnya )
Thus, this research has chosen both an intrinsic and an extrinsic product cue─brand image and product knowledge─as independent variables while using price discount as a moderator and conducted research on purchase intention.
Keywords: Brand Image, Product Knowledge, Purchase Intention, Price Discount
INTRODUCTION
Brand management has become increasingly important, given the rapid change of the global market and elevation of competition. Effective brand management creates clear product differentiation, consumer preference and loyalty, resulting in broadening market share. Aaker (1991) believes brand establishment and management should be not only one of the operating focuses for major industries but viewed as a source of competitiveness. For consumers, a brand provides a certain degree of product guarantee.
Shopping around can be time- and energy-consuming, and consumers do not always possess enough product knowledge to ensure the best buy. Under such circumstances, consumers usually go by well-known brands, which may result in higher costs but requires less research efforts. Thus, brand image not only affects how consumers view a product but has the benefit of lowering purchase risks (Loudon and Bitta, 1988).
Consumers usually go through confirmation of need, research prior to purchase, and product evaluation to make a purchase decision, and the last is a particularly important factor. Due to the fact that there are always risks within any purchase decision, consumers rely on product information or cues to lower the risks. Olson and Jacoby (1972) categorize product characteristics into . . . . . . . .(baca_selengkapnya )
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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