How Brand Awareness Strengthens the Relationship between Product Characteristics and Purchase Intention for Brand Extension Products?

• 영문명: How Brand Awareness Strengthens the Relationship between Product Characteristics and Purchase Intention for Brand Extension Products?
• 발행기관: 동아시아경상학회
• 저자명: Jingmei HUANG 김은미
• 간행물 정보: 『East Asian Journal of Business Economics』Vol.11 No.3, 47~58쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.09.30

영문 초록

Purpose - This study investigates which product characteristics influence customers’ purchase intention for brand extension products of the fashion brands. Furthermore, this study suggests brand awareness as a moderator which strengthens the positive effects of the product characteristics on the consumers’ purchase intention towards brand extension products of the fashion brands. Research design, data, and methodology - Two hundred and twenty-three Chinese consumers were randomly solicited to participate in this study. Email, website (www.wenjuanxing.com), social media (WeChat) were utilized to conduct the survey and collect data. Result - The findings obtained through hierarchical regression analysis indicate that product uniqueness, product scarcity and product popularity have significant effects on purchase intention for brand extension products of the fashion brands. In addition, brand awareness moderates the relationship between product characteristics (uniqueness and scarcity) and purchase intention positively. Conclusion -The results indicate that brand extension products of the fashion brands could attract more consumers by focusing on designing unique products and using limited release and celebrity publicity strategy. Additionally, the present research posits the crucial significance of brand awareness, thereby making a noteworthy contribution to the integrated marketing approach for fashion brand marketers.

목차

1. Introduction

2. Literature Review and Hypotheses Development

3. Methodology

4. Results

5. Discussion

References

키워드

Brand extension Product characteristics Brand awareness Purchase intention