University of Twente Student Theses
Brand Awareness, Customer Experience, and Perceived Value: Does Product Type Affect their Relationships?
Jacob, Rebecca (2021) Brand Awareness, Customer Experience, and Perceived Value: Does Product Type Affect their Relationships?
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| Abstract: | Understanding how and why consumers make decisions has been a compelling topic of research in recent decades. While brand perception is considered to be a source of competitive advantage, the commercial diffusion of the internet has equipped consumers with a vast amount of information. As a result, it is suggested that consumers may rely less on brands when making purchases depending on the type of product. Thus, the objective of this study is to explore the effects of product type on the relationships between 3 variables: Brand Awareness, Customer Experience, and Perceived Value. In doing so, the effects of product type on dimensions of brand equity can be explored in the context of online shopping. The findings from this study contribute to the literature on consumer purchasing decisions and brand perception. The results indicate that product type can have moderating effects on the consumer decision-making process, however only on certain variables. Given the conclusions and limitations of the study, recommendations for future research are suggested and practical implications explored. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 11 theology and religious studies |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/86565 |
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