The Impact of Brand Image and Brand Conscious on Perceived Price and Purchase Intention

Sinan Çavuşoğlu, Bülent Demirağ, Yakup Durmaz and Gül Çıkmaz
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Sinan Çavuşoğlu: Bingöl University, Turkey.
Bülent Demirağ: Gaziantep University, Turkey.
Yakup Durmaz: Hasan Kalyoncu University, Turkey.
Gül Çıkmaz: Hasan Kalyoncu University, Turkey.

Transnational Marketing Journal, 2021, vol. 9, issue 2, 391-407

Abstract: In this research, the effect of brand image and brand conscious on perceived price and purchase intention are examined. The role of perceived price on purchase intention is also investigated. The sample of the research is the customers using a mobile phone in Turkey. In this study, the convenience sampling method was used which is the non-probability sampling method. According to the convenience sampling method, 450 customers were reached and 409 questionnaires were found suitable for data analysis. The collected data was analyzed with SPSS and AMOS programs and the validity and reliability of the scales were tested. According to the results of the research, there was a positive relationship between brand image and perceived price and purchase intention. On the other hand, brand-conscious did not affect the perceived price and purchase intention. It was also found that there was a positive relationship between perceived price and purchase intention.

Keywords: Brand Image; Brand Conscious; Perceived Price; Purchase Intention (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:mig:tmjrnl:v:9:y:2021:i:2:p:391-407

DOI: 10.33182/tmj.v9i2.1133

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