The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites
Yıl: 2019 Cilt: 10 Sayı: 1 Sayfa Aralığı: 233 - 243 Metin Dili: İngilizce DOI: 10.20409/berj.2019.165 İndeks Tarihi: 20-01-2020
The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites
Öz: This paper attempts to clarify the underlying mechanism behind purchasedecision on B2C e-commerce web sites. Research question of the study is to investigatethe interaction between brand equity, perceived value and purchase intention in B2C ecommerce context by specifically questioning the direct and indirect effects within theprocess. Firstly, the hypotheses in the conceptual model were tested. Secondly, post-hocanalyses were conducted to clarify the mediator roles of perceived value and brandloyalty. Sub dimensions of brand equity are namely brand awareness, brand associationand brand loyalty. As a result of post-hoc analyses, partial mediator roles of perceivedvalue and brand loyalty have been proved for each variable. But the most prominentfinding of this study is the disappearing of the relations between brand associations andbrand loyalty and between perceived value and purchase intention after including allthe variables into the global research model. This result, particularly, supported the jointmediator roles of perceived value and brand loyalty.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Civelek M, ERTEMEL A (2019). The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. , 233 - 243. 10.20409/berj.2019.165 |
| Chicago | Civelek Mustafa Emre,ERTEMEL ADNAN VEYSEL The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. (2019): 233 - 243. 10.20409/berj.2019.165 |
| MLA | Civelek Mustafa Emre,ERTEMEL ADNAN VEYSEL The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. , 2019, ss.233 - 243. 10.20409/berj.2019.165 |
| AMA | Civelek M,ERTEMEL A The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. . 2019; 233 - 243. 10.20409/berj.2019.165 |
| Vancouver | Civelek M,ERTEMEL A The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. . 2019; 233 - 243. 10.20409/berj.2019.165 |
| IEEE | Civelek M,ERTEMEL A "The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites." , ss.233 - 243, 2019. 10.20409/berj.2019.165 |
| ISNAD | Civelek, Mustafa Emre - ERTEMEL, ADNAN VEYSEL. "The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites". (2019), 233-243. https://doi.org/10.20409/berj.2019.165 |
| APA | Civelek M, ERTEMEL A (2019). The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal, 10(1), 233 - 243. 10.20409/berj.2019.165 |
| Chicago | Civelek Mustafa Emre,ERTEMEL ADNAN VEYSEL The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal 10, no.1 (2019): 233 - 243. 10.20409/berj.2019.165 |
| MLA | Civelek Mustafa Emre,ERTEMEL ADNAN VEYSEL The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal, vol.10, no.1, 2019, ss.233 - 243. 10.20409/berj.2019.165 |
| AMA | Civelek M,ERTEMEL A The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal. 2019; 10(1): 233 - 243. 10.20409/berj.2019.165 |
| Vancouver | Civelek M,ERTEMEL A The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites. Business and Economics Research Journal. 2019; 10(1): 233 - 243. 10.20409/berj.2019.165 |
| IEEE | Civelek M,ERTEMEL A "The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites." Business and Economics Research Journal, 10, ss.233 - 243, 2019. 10.20409/berj.2019.165 |
| ISNAD | Civelek, Mustafa Emre - ERTEMEL, ADNAN VEYSEL. "The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites". Business and Economics Research Journal 10/1 (2019), 233-243. https://doi.org/10.20409/berj.2019.165 |
