Impact of brand equity on purchase intentions buying food products in Lithuania

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Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Impact of brand equity on purchase intentions buying food products in Lithuania
Authors:
In the Journal:
Vadybos mokslas ir studijos - kaimo verslų ir jų infrastruktūros plėtrai [Management theory and studies for rural business and infrastructure development]. 2021, T. 43, Nr. 3, p. 373-382
Subject Category:
LT
Rinka. Rinkodara / Market. Marketing; Viešoji nuomonė / Public opinion.
Summary / Abstract:

LTReikšminiai žodžiai: Prekės ženklas; Žinomumas; Vertė; Įvaizdis; Pasitikėjimas; Kokybė; Pirkimas; Brand; Awareness; Equity; Image; Trust; Perceived quality; Purchase intentions.

ENIncreasing significance of brand equity encourages to analyse brand equity concept, its dimensions, and their impact on purchase intentions. Understanding why customers are willing to purchase certain food brands can help both retailers, and food product’s manufacturers build brands and compete in the market. Thus, the aim of this research is to evaluate the impact of brand equity dimensions on purchase intentions buying food products in Lithuania. Research methods: literature analysis, comparative, systematic analysis, questionnaire survey as a quantitative method, data analysis, regression analysis was used to achieve the aim. Results indicate that brand awareness doesn’t have significant impact on purchase intentions buying food products in Lithuania. Brand image, perceived quality and brand trust are deeply associated with purchase intentions buying food products in Lithuania and influence purchase intentions in a given order by their impact. [From the publication]

DOI:
doi.org/10.15544/mts.2021.34
ISSN:
1822-6760; 2345-0355
Subject:
Permalink:
https://www.lituanistika.lt/content/94702
Updated:
2022-05-04 20:38:37
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