文章基本信息

标题：Impact of Brand Recall on Customer Purchase Intention
本地全文：下载
作者：Bilal Ahmed Memon
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2016
卷号：25
页码：51-59
语种：English
出版社：International Institute for Science, Technology Education
摘要：This study analyzes customers brand Recall and its elements including brand awareness, brand association, and brand recognition. The purpose of this research is to identify the impact of brand recall on customer purchase intention. In this research we also identify the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 400 respondents has been collected and tested the reliability of the model. The result of the study indicates that Brand recognition and association have a positive impact on the customers purchase intention. Customers mostly buy and prefer those products which they recognize and have some positive association or link with that brands.
其他摘要：This study analyzes customers brand Recall and its elements including brand awareness, brand association, and brand recognition. The purpose of this research is to identify the impact of brand recall on customer purchase intention. In this research we also identify the relationship between the dependent and independent variables. This is the primary research and data has been collected through questionnaire and for analysis purpose SPSS software has been used. In this study samples of 400 respondents has been collected and tested the reliability of the model. The result of the study indicates that Brand recognition and association have a positive impact on the customers purchase intention. Customers mostly buy and prefer those products which they recognize and have some positive association or link with that brands.