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Title: I want that smartphone! sources of brand equity
Authors: Loureiro, S.; Lopes, R.
Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos
Abstract: This research aims (i) to explore the influence of an individual’s attitude towards advertising,
brand origin and country of manufacture on brand equity creation; and (ii) to analyse brand
typicality as moderating the effect of brand origin macro image on perceived quality. A
conceptual model is proposed and applied to a sample of 305 Portuguese consumers of
Smartphones. The proposed model was tested considering Apple, Nokia and Samsung. The
results show that individuals' attitudes towards advertisements has a positive impact on brand
equity creation, whereas country of manufacture does not influence significantly and brand
origin has only a partial influence. Brand typicality exerts a significant direct effect on brand
equity dimensions but does not have a significant moderating effect.
Authors: Loureiro, S.; Lopes, R.
Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos
Abstract: This research aims (i) to explore the influence of an individual’s attitude towards advertising,
brand origin and country of manufacture on brand equity creation; and (ii) to analyse brand
typicality as moderating the effect of brand origin macro image on perceived quality. A
conceptual model is proposed and applied to a sample of 305 Portuguese consumers of
Smartphones. The proposed model was tested considering Apple, Nokia and Samsung. The
results show that individuals' attitudes towards advertisements has a positive impact on brand
equity creation, whereas country of manufacture does not influence significantly and brand
origin has only a partial influence. Brand typicality exerts a significant direct effect on brand
equity dimensions but does not have a significant moderating effect.
Info Adicional:
Title: I want that smartphone! sources of brand equity Authors: Loureiro, S.; Lopes, R. Editors: Demetris Drontis, Yaakov Weber and Evangelos Tsoukatos Abstract: This research aims (i) to explore the influence of an individual’s attitude towards advertising, brand origin and country of manufacture on brand equity creation; and (ii) to analyse brand typicality as moderating the effect of brand origin macro image on perceived quality. A conceptual model is proposed and applied to a sample of 305 Portuguese consumers of Smartphones. The proposed model was tested considering Apple, Nokia and Samsung. The results show that individuals' attitudes towards advertisements has a positive impact on brand equity creation, whereas country of manufacture does not influence significantly and brand origin has only a partial influence. Brand typicality exerts a significant direct effect on brand equity dimensions but does not have a significant moderating effect.
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