The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites

Business and Economics Research Journal, 10(1):233-243, 2019

12 Pages Posted: 4 Apr 2019

See all articles by Mustafa Emre Civelek

Mustafa Emre Civelek

Istanbul Commerce University

Adnan Veysel Ertemel

Istanbul Commerce University; Bahcesehir University

Date Written: March 12, 2019

Abstract

This paper attempts to clarify the underlying mechanism behind purchase decision on B2C e-commerce web sites. Research question of the study is to investigate the interaction between brand equity, perceived value and purchase intention in B2C ecommerce context by specifically questioning the direct and indirect effects within the process. Firstly, the hypotheses in the conceptual model were tested. Secondly, post-hoc analyses were conducted to clarify the mediator roles of perceived value and brand loyalty. Sub dimensions of brand equity are namely brand awareness, brand association and brand loyalty. As a result of post-hoc analyses, partial mediator roles of perceived value and brand loyalty have been proved for each variable. But the most prominent finding of this study is the disappearing of the relations between brand associations and brand loyalty and between perceived value and purchase intention after including all the variables into the global research model. This result, particularly, supported the joint mediator roles of perceived value and brand loyalty.

Suggested Citation

Civelek, Mustafa Emre and Ertemel, Adnan Veysel, The Role of Brand Equity and Perceived Value for Stimulating Purchase Intention in B2C e-Commerce Web Sites (March 12, 2019). Business and Economics Research Journal, 10(1):233-243, 2019 , Available at SSRN: https://ssrn.com/abstract=3351183

Mustafa Emre Civelek

Istanbul Commerce University

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Adnan Veysel Ertemel (Contact Author)

Istanbul Commerce University ( email )

Imrahor Cad. No. 90
Sutluce Beyoglu
Istanbul
Turkey

Bahcesehir University ( email )

Ciragan Avenue Osmanpa┼ča Mektebi Sokak No: 4 - 6
Besiktas
Istanbul, 34353
Turkey

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