Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe
Halal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring...
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| Format: | Article |
| Language: | fas |
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University of Kurdistan
2014-08-01
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| Series: | مطالعات رفتار مصرف کننده. |
| Subjects: | |
| Online Access: | http://cbs.uok.ac.ir/article_6133_12c6aa7ae2fd0dd1080baef97cf47163.pdf |
| _version_ | 1811225583174025216 |
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| author | Meysam Shirkhodaie Meysam Shirkhodaie1 Amirhosein Amirhosein Nouripour Fatemeh Fatemeh Shariati |
| author_facet | Meysam Shirkhodaie Meysam Shirkhodaie1 Amirhosein Amirhosein Nouripour Fatemeh Fatemeh Shariati |
| author_sort | Meysam Shirkhodaie Meysam Shirkhodaie1 |
| collection | DOAJ |
| description | Halal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring customer-based brand equity, therefore, the present study examined the effect of customer-based brand equity on purchase intention of Halal foods, in England, Germany and France. Data from 391 questionnaires were collected in paper and electronic form and by software SPSS19 and Amos18 was investigated. The findings showed brand awareness has a significant positive effect on perceived quality and brand associations, the results confirmed significant positive effects of perceived quality and brand associations on brand loyalty. Significant positive effect of brand loyalty as a core of customer-based brand equity on overall brand equity was confirmed. Finally, the effect of overall brand equity on purchase intention of Halal foods after analyzing was confirmed. |
| first_indexed | 2024-04-12T09:09:47Z |
| format | Article |
| id | doaj.art-d0fdc82498164e5593d53be18d54c0ee |
| institution | Directory Open Access Journal |
| issn | 2717-0004 2717-0012 |
| language | fas |
| last_indexed | 2024-04-12T09:09:47Z |
| publishDate | 2014-08-01 |
| publisher | University of Kurdistan |
| record_format | Article |
| series | مطالعات رفتار مصرف کننده. |
| spelling | doaj.art-d0fdc82498164e5593d53be18d54c0ee2022-12-22T03:39:01ZfasUniversity of Kurdistanمطالعات رفتار مصرف کننده.2717-00042717-00122014-08-011133496133Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of EuropeMeysam Shirkhodaie Meysam Shirkhodaie10Amirhosein Amirhosein Nouripour1Fatemeh Fatemeh Shariati2استادیار دانشکده علوم اقتصادی و اداری دانشگاه مازندرانکارشناسی ارشد بازاریابی بین الملل دانشگاه مازندرانکارشناسی ارشد مدیریت مالی دانشگاه مازندرانHalal products market in the European countries is a profitable and emerging markets, because consumer demand for Halal products, particularly Halal Foods in European countries such as England, France and Germany is growing. Given that one of the ways of understanding customer attitude is measuring customer-based brand equity, therefore, the present study examined the effect of customer-based brand equity on purchase intention of Halal foods, in England, Germany and France. Data from 391 questionnaires were collected in paper and electronic form and by software SPSS19 and Amos18 was investigated. The findings showed brand awareness has a significant positive effect on perceived quality and brand associations, the results confirmed significant positive effects of perceived quality and brand associations on brand loyalty. Significant positive effect of brand loyalty as a core of customer-based brand equity on overall brand equity was confirmed. Finally, the effect of overall brand equity on purchase intention of Halal foods after analyzing was confirmed.http://cbs.uok.ac.ir/article_6133_12c6aa7ae2fd0dd1080baef97cf47163.pdfpurchase intentionhalalcustomer based brand equity |
| spellingShingle | Meysam Shirkhodaie Meysam Shirkhodaie1 Amirhosein Amirhosein Nouripour Fatemeh Fatemeh Shariati Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe مطالعات رفتار مصرف کننده. purchase intention halal customer based brand equity |
| title | Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe |
| title_full | Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe |
| title_fullStr | Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe |
| title_full_unstemmed | Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe |
| title_short | Measuring the effect of customer-based brand equity on purchase intention of Halal foods in the key markets of Europe |
| title_sort | measuring the effect of customer based brand equity on purchase intention of halal foods in the key markets of europe |
| topic | purchase intention halal customer based brand equity |
| url | http://cbs.uok.ac.ir/article_6133_12c6aa7ae2fd0dd1080baef97cf47163.pdf |
| work_keys_str_mv | AT meysamshirkhodaiemeysamshirkhodaie1 measuringtheeffectofcustomerbasedbrandequityonpurchaseintentionofhalalfoodsinthekeymarketsofeurope AT amirhoseinamirhoseinnouripour measuringtheeffectofcustomerbasedbrandequityonpurchaseintentionofhalalfoodsinthekeymarketsofeurope AT fatemehfatemehshariati measuringtheeffectofcustomerbasedbrandequityonpurchaseintentionofhalalfoodsinthekeymarketsofeurope |