The influence of brand equity on purchase intention toward hand-shaken beverages

Han-Yee Leong and Ren-Fang Chao
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Han-Yee Leong: I-Shou University
Ren-Fang Chao: Department of Leisure Management, I-Shou University

International Journal of Research in Business and Social Science (2147-4478), 2024, vol. 13, issue 5, 72-84

Abstract: Hand-shaken beverages represent a unique business model in Taiwan. This study explores the impact of four dimensions of brand equity on consumers' word-of-mouth and purchase intention regarding hand-shaken beverages. A survey was conducted among hand-shaken beverage consumers. A total of 352 valid questionnaires were recovered, and the data were analyzed using structural equation modeling. The results showed that consumers' perceptions of brand awareness, quality, and brand association affected word-of-mouth. These dimensions had an indirect impact on purchase intention through word-of-mouth, suggesting that when consumers develop an attachment to a brand, they engage in positive behaviors concerning the brand. However, due to the high homogeneity and lack of distinctiveness of Taiwanese hand-shaken beverage products, they fail to attract consumer loyalty. Key Words:Brand loyalty, Brand awareness, Perceived quality, Brand association, Word-of-mouth

Date: 2024
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