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Does Winning An Award Affect Investors’ Brand Preference And Purchase Intention?

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  • Ya-Hui Wang

Abstract

Franklin Templeton Investments is a global leader in asset management serving clients for over 65 years in over 150 countries and is famous in Taiwan. This research takes Franklin Templeton Investments as an example. We investigate the relationships between brand image, perceived quality, brand preference, and purchase intention using questionnaire. The results show that brand image has a significantly positive effect on perceived quality and brand preference. Perceived quality has a significantly positive impact on brand preference. Brand preference also has a significantly positive influence on purchase intention

Suggested Citation

  • Ya-Hui Wang, 2015. "Does Winning An Award Affect Investors’ Brand Preference And Purchase Intention?," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 8(1), pages 57-64.
    • Handle: RePEc:ibf:ijmmre:v:8:y:2015:i:1:p:57-64
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    References listed on IDEAS

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    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    2. Laroche, Michel & Kim, Chankon & Zhou, Lianxi, 1996. "Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context," Journal of Business Research, Elsevier, vol. 37(2), pages 115-120, October.
    3. Xu, Yingjiao & Summers, Teresa A. & Belleau, Bonnie D., 2004. "Who buys American alligator?: Predicting purchase intention of a controversial product," Journal of Business Research, Elsevier, vol. 57(10), pages 1189-1198, October.
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    Cited by:

    1. Ya-Hui Wang, 2017. "Are Investors Willing to Buy Non-award-wining Funds from Awarded Fund Companies?," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 7(1), pages 1-4.

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    More about this item

    Keywords

    Brand Image; Perceived Quality; Brand Preference; Purchase Intention;
    All these keywords.

    JEL classification:

    • G1 - Financial Economics - - General Financial Markets
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M5 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics

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