The Impact Of Brand Equity On Brand Preference And Purchase Intentions In The Service Industries. The impact of brand equity on customer preference and purchase intentions is confirmed as well, which tends to validate the proposed research framework. This study concentrates on service brands, selecting 18 from 3 service categories.
from venturebeat.com Ruble and naveen donthu the issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. This study concentrates on service brands, selecting 18 from 3 service categories.
The role of brand loyalty.
The role of brand loyalty. But results unsupported moderating role of country of origin image. The antecedents of brand equity are considered to be brand attitude and brand image, and the consequences of brand equity are considered to be brand preference and purchase intentions. The service industries journal, 2007, vol.
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