期刊名称：International Journal of Social Sciences and Education Research
电子版ISSN：2149-5939
出版年度：2017
卷号：3,4
页码：1164-1177
语种：
出版社：Mahmut Demir
摘要：In this study, it was attempted to determine which brand equity element is more effective regarding the mobile phone purchase of university students. Brand equity is defined in three dimensions which are brand awareness, perceived quality and brand loyalty. Data was collected by 1190 subjects studying at the faculties of Aksaray University. The data was tested by Structural Equation Modeling. As a result of the research, it was found that brand awareness affects perceived quality, but it does not affect the brand loyalty and overall brand value. Perceived quality affects brand loyalty and overall brand value, while the brand loyalty affects the overall brand value. Furthermore, it was found that overall brand value affects purchase intention.
