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The effects on purchase intention: The case of fruit juice

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dc.title The effects on purchase intention: The case of fruit juice en
dc.contributor.author Zaynutdinova, Nodira
dc.contributor.author Pálka, Přemysl
dc.relation.ispartof Journal of Competitiveness
dc.identifier.issn 1804-171X Scopus Sources, Sherpa/RoMEO, JCR
dc.date.issued 2017
utb.relation.volume 9
utb.relation.issue 3
dc.citation.spage 111
dc.citation.epage 128
dc.type article
dc.language.iso en
dc.publisher Univerzita Tomáše Bati ve Zlíně (UTB), Fakulta managementu a ekonomiky
dc.identifier.doi 10.7441/joc.2017.03.08
dc.relation.uri https://www.cjournal.cz/index.php?hid=clanek&bid=archiv&cid=261&cp=
dc.subject brand equity en
dc.subject dimensions of brand equity en
dc.subject satisfaction en
dc.subject perceived risk en
dc.subject purchase intention en
dc.description.abstract Promoting a company to the markets, the level of its competitiveness largely depends on how recognizable the company's brand among consumers is. This research study aims to analyze the direct effects of brand equity and satisfaction and the moderating effects of the degree of implication, perceived risk and grade of information on purchase intention. For this purpose, we developed an empirical study in the field of fruit juice applying the Aaker's brand equity model. We talk about the product that is bought and consumed with a certain frequency and from which there is a wide range of purchasing alternatives to choose from and that allows variability in loyalty levels. In addition, it is a product that is not only consumed in the home, but even the individual increasingly takes his or her own buying decisions about it. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1007657
utb.identifier.obdid 43877418
utb.identifier.wok 000415332500009
utb.source j-wok
dc.date.accessioned 2018-01-15T16:31:37Z
dc.date.available 2018-01-15T16:31:37Z
dc.rights Attribution 4.0 International
dc.rights.uri http://creativecommons.org/licenses/by/4.0/
dc.rights.access openAccess
utb.contributor.internalauthor Pálka, Přemysl
utb.wos.affiliation [Zaynutdinova, Nodira] Tashkent State Univ Econ, Ozbekiston Shoh Kochasi 49, Tashkent 100003, Uzbekistan; [Zaynutdinova, Nodira; Premysl, Palka] Tomas Bata Univ Zlin, Fac Management & Econ, Mostni 5139, Zlin 76001, Czech Republic
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Attribution 4.0 International Except where otherwise noted, this item's license is described as Attribution 4.0 International