Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/43331| Title: | The effects of brand image on online perceived quality, online brand personality and purchase intention |
| Authors: | Setiawan, Budi Wiet Aryanto, Vincent Didiek Andriyansah |
| Keywords: | Branding (Marketing) Branding (Marketing) -- Indonesia World Wide Web -- Indonesia Internet -- Indonesia |
| Issue Date: | 2017 |
| Publisher: | Eleftherios Thalassinos |
| Citation: | Setiawan, B., Wiet Aryanto, V. D., & Andriyansah (2017). The effects of brand image on online perceived quality, online brand personality and purchase intention. International Journal of Economics and Business Administration, 5(3), 70-80. |
| Abstract: | The purpose of this study is to determine the influence of brand image, online perception of credibility and online perception of buying interest in the market of smartphone products with a case study in the Semarang City, Indonesia. It is a quantitative research by using a survey with 200 questionnaires. The results are valid and reliable against the interest in buying smartphone products. Furthermore, the brand image is positively related but not significant to the interest of buying smartphone products. Online brand personality and online perceived quality are positively and significantly related to the interest of buying. |
| URI: | https://www.um.edu.mt/library/oar//handle/123456789/43331 |
| ISSN: | 23817356 |
| Appears in Collections: | IJEBA, Volume 5, Issue 3 |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| The Effects of Brand Image on Online Perceived Quality, Online Brand Personality and Purchase Intention_2017.pdf | 391.12 kB | Adobe PDF | View/Open |
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