The influence of brand associations on brand preference and purchase intention: an Asian perspective on brand associations
Abstract
This study examines the preferences and purchase intentions of young South-east Asian consumers. Specifically, the study focuses on the non-product brand associations proposed by Keller (1998) and tests their effects on brand preference rating and purchase intentions toward different brands of fashion apparel. Data were gathered in Singapore via a self-administered survey and the results indicate differential effects of brand associations such...
Paper Details
Title
The influence of brand associations on brand preference and purchase intention: an Asian perspective on brand associations
Published Date
Apr 17, 2002
Volume
14
Pages
41 - 71
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