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Evaluation of "brand image" Impact on Purchase Intention while Shopping for Cellular Phones in an Online Setting. A study

Bahmani Heidarabadi, Zahra | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 50543 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Sheikhzadeh, Mehdi; Ekhlasi, Amir
  7. Abstract:
  8. Marketing channels are a set of organizations which because of having access to target market and communication with consumers play an effective role in consumer buying process and offering goods and services.The main purpose of this thesis is to investigate consumer buying process in online stores, as a marketing channel. In order to meet the objective and investigate customer’s attitude, the focus is on brand image whose three main components are: store brand image, product brand image, and product specifications. The three components collectively influence customer purchase intention. To have a holistic understanding of purchase process, the value of transaction is defined as a mediator variable. This study is conducted using Structural Equation Method. An online questionnaire was distributed among a group of online purchasers out of which 186 responses were reliable. It was observed that store brand image is playing a critical role in purchase intention of customers. Thus, store managers in online stores have to pay sufficient attention to store brand image, given its relative priority to other two components. As next priorities, respectively, product brand image and product specifications should be carefully managed. Such results could be somehow counter intuitive, given the fact that store managers often pay more attention to product specifications
  9. Keywords:
  10. Marketing Channel ; Mobile Telephony ; Online Store ; Store Brand Image ; Product Brand Image ; Product Specifications

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