TY  - JOUR
TI  - The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites
AB  - 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.
AU  - ERTEMEL, ADNAN VEYSEL
AU  - Civelek, Mustafa Emre
DO  - 10.20409/berj.2019.165
PY  - 2019
JO  - Business and Economics Research Journal
VL  - 10
IS  - 1
SN  - 2619-9491
SP  - 233
EP  - 243
DB  - TRDizin
UR  - http://search/yayin/detay/318871
ER  -