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dc.contributor.authorApiluck Thammawimutti
dc.contributor.authorSirion Chaipoopirutana, jt. auth.
dc.contributor.otherAssumption University. Martin de Tours School of Management and Economics
dc.identifier.citationAU Journal of Management 3, 1 (January-April 2005), 5-10
dc.descriptionIn English ; only abstract in English.
dc.description.abstractThis 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. Data was collected from 400 respondents in 5 locations throughout Bangkok. Through the Spearman s Rho correlation coefficient analysis, it was found that (I) the relationship between brand equity (brand awareness, brand association, perceived quality, brand loyalty) and purchase intention was significant and positive and (2) the relationship between product attributes and purchase intention was also significant and positive.
dc.publisherAssumption University
dc.rightsThis work is protected by copyright. Reproduction or distribution of the work in any format is prohibited without written permission of the copyright owner.
dc.subjectAU Journal of Management
dc.subjectAU Journal of Management -- 2005
dc.subject.otherAssumption University -- Periodicals
dc.subject.otherConsumer behavior
dc.subject.otherMarketing research
dc.titleThe relationship between brand equity, product attributes and purchase intention : a study of Sony digital cameras in Bangkok
mods.genreJournal Article
au.identifier.bibno0021-0593[Full Text](

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