Browsing AU Journal of Management by Subject "Marketing research"
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The relationship between brand equity, product attributes and purchase intention : a study of Sony digital cameras in Bangkok (Assumption University, 2005)
This study examined the relationship between brand equity, product attributes and consumers' purchase intention toward Sony Cyber-Shot digital cameras in Bangkok. The researchers used four elements of brand equity (brand awareness, brand association, perceived quality, and brand loyalty) to study the relationship tow_ard purchase intention. Product aftributes for this study were durability, CCD resolution, memory card capacity, easy to use, zoom distance, compatibility, size, design, and video record function. ...