Yıl 2019, Cilt: 6 Sayı : 3 Sayfalar 146 - 161 2019-09-30
INTERACTIONS BETWEEN BRAND CONCEPT MARKETING AND PURCHASE INTENTION VIA WORD-OF-MOUTH: A CASE STUDY OF LUXURY BRANDED GOODS
Hsiang-hsi LİU,Chia-mei LO
21 261

Öz Purpose- The main purpose of this study is to investigate the interactions and interrelationships between brand concept marketing and purchase intention through word-of-mouth (WOM) for luxury branded goods.Methodology- The research process is as follows. First, the literature review is conducted in the headings of brand concept marketing, WOM and purchase intention. Then, the interview questionnaire, participant information and findings of the questionnaire were presented in the study. Finally, the empirical results and suggestions of customers, firms and marketers are discussed in the last part of the study.Findings- The empirical results show that WOM is an important intermediary between brand concept marketing and purchase intention. The effectiveness of brand concept marketing can be used as an advertising medium. Specifically, it has been found that the factors of brand concept marketing have a positive impact on the elements of WOM and purchase intention.Conclusion- The main conclusion indicate that firms/marketers need to more actively engage in doing and applying WOM to influence on customers' purchase intention.

Anahtar Kelimeler

Brand concept marketing, word-of-mouth (WOM), purchase intention, luxury branded goods
Allman, H. F., Fenik, A. P., Hewett, K. and Morgan, F. N. (2016). Brand image evaluations: The interactive roles of country of manufacture, brand concept, and vertical line extension type. Journal of International Marketing, 24(2), 40-61.
Birincil Dil en
Konular İşletme
Yayımlanma Tarihi 30 Eylül 2019
Bölüm Articles
Yazarlar Orcid : 0000-0001-5363-7505Yazar: Hsiang-hsi LİU (Sorumlu Yazar)

Orcid : 0000-0003-0268-0515Yazar: Chia-mei LO

Tarihler

Yayımlanma Tarihi : 30 Eylül 2019


Makalenin Yazarları
Hsiang-hsi LİU
Chia-mei LO