DOES WINNING AN AWARD AFFECT INVESTORS’ BRAND PREFERENCE AND PURCHASE INTENTION?

Ya-Hui Wang

International Journal of Management and Marketing Research, 2015, vol. 8, issue 1, 57-64

Abstract: Franklin Templeton Investments is a global leader in asset management serving clients for over 65 years in over 150 countries and is famous in Taiwan. This research takes Franklin Templeton Investments as an example. We investigate the relationships between brand image, perceived quality, brand preference, and purchase intention using questionnaire. The results show that brand image has a significantly positive effect on perceived quality and brand preference. Perceived quality has a significantly positive impact on brand preference. Brand preference also has a significantly positive influence on purchase intention

Keywords: Brand Image; Perceived Quality; Brand Preference; Purchase Intention (search for similar items in EconPapers)
JEL-codes: G1 M1 M5 (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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