The effects on purchase intention: The case of fruit juice
Identifikátory výsledku
Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F17%3A63517462" target="_blank" >RIV/70883521:28120/17:63517462 - isvavai.cz</a>
Výsledek na webu
<a href="http://dx.doi.org/10.7441/joc.2017.03.08" target="_blank" >http://dx.doi.org/10.7441/joc.2017.03.08</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.7441/joc.2017.03.08" target="_blank" >10.7441/joc.2017.03.08</a>
Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
The effects on purchase intention: The case of fruit juice
Popis výsledku v původním jazyce
Promoting a company to the markets, the level of its competitiveness largely depends on how recognizable the company's brand among consumers is. This research study aims to analyze the direct effects of brand equity and satisfaction and the moderating effects of the degree of implication, perceived risk and grade of information on purchase intention. For this purpose, we developed an empirical study in the field of fruit juice applying the Aaker's brand equity model. We talk about the product that is bought and consumed with a certain frequency and from which there is a wide range of purchasing alternatives to choose from and that allows variability in loyalty levels. In addition, it is a product that is not only consumed in the home, but even the individual increasingly takes his or her own buying decisions about it.
Název v anglickém jazyce
The effects on purchase intention: The case of fruit juice
Popis výsledku anglicky
Promoting a company to the markets, the level of its competitiveness largely depends on how recognizable the company's brand among consumers is. This research study aims to analyze the direct effects of brand equity and satisfaction and the moderating effects of the degree of implication, perceived risk and grade of information on purchase intention. For this purpose, we developed an empirical study in the field of fruit juice applying the Aaker's brand equity model. We talk about the product that is bought and consumed with a certain frequency and from which there is a wide range of purchasing alternatives to choose from and that allows variability in loyalty levels. In addition, it is a product that is not only consumed in the home, but even the individual increasingly takes his or her own buying decisions about it.
Klasifikace
Druh
J<sub>ost</sub> - Ostatní články v recenzovaných periodicích
CEP obor
—
OECD FORD obor
50204 - Business and management
Návaznosti výsledku
Projekt
—
Návaznosti
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Ostatní
Rok uplatnění
2017
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
Název periodika
Journal of Competitiveness
ISSN
1804-171X
e-ISSN
—
Svazek periodika
9
Číslo periodika v rámci svazku
3
Stát vydavatele periodika
CZ - Česká republika
Počet stran výsledku
18
Strana od-do
111-128
Kód UT WoS článku
000415332500009
EID výsledku v databázi Scopus
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