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THE IMPACT OF BRAND REJUVENATION ON CONSUMER PURCHASE INTENTION BRAND ATTITUDE AS MEDIATOR

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14 Pages : 197-210

http://dx.doi.org/10.31703/grr.2017(II-I).14      10.31703/grr.2017(II-I).14      Published : Dec 2017

The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator

Abstract

    The rationale of the study lies in investigating the role of brand rejuvenation on consumer purchase intention, it also emphasizes digging the mediating effects of brand attitude on brand rejuvenation and consumer purchase intentions. Quantitative research was carried out for understanding the rationale behind consumer brand preferences, their attitude, and purchase intentions. This study employed positivism; deductive approach in which collected quantitative and numerical data were tabulated and analyzed statistically in order to facilitate and test the detail set of hypotheses for the purpose of reaching objective truth. SPSS computer software was employed along with multiple regression and correlation analysis were carried out for testing and checking hypotheses and model fitness respectively. Dual statistical techniques i.e. Barron and Kenny's (1986) and Preacher and Hayes (2008) were applied for checking mediation effects of the study. All the variables were significantly correlated with each other which clearly indicates the importance of brand rejuvenation, brand attitude and purchase intentions.

    Brand Rejuvenation, Brand Attitude, Purchase Intention

    (1) Neelam Akbar
    Lecturer, Department of Center for Management and Commerce, University of Swat, KP, Pakistan.
    (2) Alam Zeb
    Assistant Professor,Department of Management Studies, University of Malakand, KP, Pakistan.
    (3) Shabir Ahmad
    Assistant Professor, Department of Management Studies,University of Malakand, KP, Pakistan.
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Cite this article

APA

    APA : Akbar, N., Zeb, A., & Ahmad, S. (2017). The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator. Global Regional Review, II(I), 197-210. https://doi.org/10.31703/grr.2017(II-I).14

CHICAGO

    CHICAGO : Akbar, Neelam, Alam Zeb, and Shabir Ahmad. 2017. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator." Global Regional Review, II (I): 197-210 doi: 10.31703/grr.2017(II-I).14

HARVARD

    HARVARD : AKBAR, N., ZEB, A. & AHMAD, S. 2017. The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator. Global Regional Review, II, 197-210.

MHRA

    MHRA : Akbar, Neelam, Alam Zeb, and Shabir Ahmad. 2017. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator." Global Regional Review, II: 197-210

MLA

    MLA : Akbar, Neelam, Alam Zeb, and Shabir Ahmad. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator." Global Regional Review, II.I (2017): 197-210 Print.

OXFORD

    OXFORD : Akbar, Neelam, Zeb, Alam, and Ahmad, Shabir (2017), "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator", Global Regional Review, II (I), 197-210

TURABIAN

    TURABIAN : Akbar, Neelam, Alam Zeb, and Shabir Ahmad. "The Impact of Brand Rejuvenation on Consumer Purchase Intention: Brand Attitude as Mediator." Global Regional Review II, no. I (2017): 197-210. https://doi.org/10.31703/grr.2017(II-I).14