The Mediating Role of Brand Image in the Relationship Between Promotion, Price Perception, and Purchase Intention: Evidence from Emerging Market Bottled Water Consumers

Maria Monika Anjelina Manek Gulo and Yeremias Lake

Goliterati Management Review (GMR), 2026, vol. 1, issue 1, 1-38

Abstract: Purpose: This study examines brand image as a mediating mechanism linking promotional strategies and price perception to purchase intention among bottled water consumers in an emerging market context, addressing the need for process-oriented research in price-sensitive Southeast Asian markets. Method/Approach: Cross-sectional survey data from 160 Le Minerale consumers in Kefamenanu City, Indonesia (July-August 2025) were analyzed using partial least squares structural equation modeling (PLS-SEM) with bias-corrected bootstrapping procedures (5,000 resamples). The study tested both direct effects and indirect effects through brand image mediation. Findings: Promotion (β = 0.522, p

Keywords: Bottled Water Industry; Brand Image; Consumer Behavior; Emerging Markets; Price Perception; Promotion; Purchase Intention (search for similar items in EconPapers)
JEL-codes: D12 L66 M31 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://goliterati.com/journals/gmr/article/view/p ... and-image-purchase/1 (application/pdf)
https://goliterati.com/journals/gmr/article/view/p ... and-image-purchase/3 (text/xml)
https://goliterati.com/journals/gmr/article/view/p ... and-image-purchase/4 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:lgn:lgngmr:702407

DOI: 10.66452/702407

Access Statistics for this article

More articles in Goliterati Management Review (GMR) from PT Literati Global Network
Bibliographic data for series maintained by Nurul Huda ().