The influence of brand equity on purchase intention toward hand-shaken beverages

Abstract

Hand-shaken beverages represent a unique business model in Taiwan. This study explores the impact of four dimensions of brand equity on consumers' word-of-mouth and purchase intention regarding hand-shaken beverages. A survey was conducted among hand-shaken beverage consumers. A total of 352 valid questionnaires were recovered, and the data were analyzed using structural equation modeling. The results showed that consumers' perceptions of brand awareness, quality, and brand association affected word-of-mouth. These dimensions had an indirect impact on purchase intention through word-of-mouth, suggesting that when consumers develop an attachment to a brand, they engage in positive behaviors concerning the brand. However, due to the high homogeneity and lack of distinctiveness of Taiwanese hand-shaken beverage products, they fail to attract consumer loyalty.

Keywords: {'name': 'Brand loyalty'}, {'name': 'Brand awareness'}, {'name': 'Perceived quality'}, {'name': 'Brand association'}, {'name': 'Word-of-mouth'}

Authors & affiliations

Han-Yee Leong
Affiliation not supplied

Ren-Fang Chao
Affiliation not supplied

Deposited references

Supplied references, not a list of publications citing this article.

DOI: 10.69554/QMBQ9109

Aaker, D. A. (1991). Brand Equity. New York, NY: Free Press.

Akhtar, N., Siddiqi, U. I., Ashraf, A., & Latif, M. (2016). Impact of a brand equity on consumer purchase decision in L'Oreal skincare products. International Review of Management and Business Research, 5(3), 808-816.

DOI: 10.20525/ijrbs.v5i4.551

Alexander, K. (2001). What the chic drink now: Tea with gummy balls [Online]. Los Angelas Times. Retrieved from: http://articles.latimes. com/2001/jan/06/business/fi-9013

DOI: 10.1057/s41262-018-0118-0

DOI: 10.1037//0033-2909.103.3.411

DOI: 10.1007/s11846-017-0235-2

DOI: 10.9768/0024.02.107

DOI: 10.1108/APJML-03-2022-0203

DOI: 10.1007/s11747-011-0278-x

DOI: 10.1108/10610420310485032

DOI: 10.1016/j.jbusres.2021.03.022

DOI: 10.1108/10610421111108003

DOI: 10.1016/j.jretconser.2015.03.002

DOI: 10.1016/j.jcps.2014.05.002

DOI: 10.1086/519142

DOI: 10.24912/jm.v24i3.676

Bughin, J., Doogan, J., & Vetvik, O. J. (2010). A new way to measure word-of-mouth marketing. McKinsey Quarterly. Retrieved from: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing

DOI: 10.15295/bmij.v9i4.1902

DOI: 10.1002/oby.20059

Chen, P. C. (2024). Kaohsiung residents love to drink hand-cranked drinks. Last year, they drank 8.2 billion, ranking first. The Epoch Times, April 8, 2024. Retrieved from: https://www.epochtimes.com/b5/24/4/8/n14221088.htm

DOI: 10.3390/jtaer16040058

DOI: 10.1287/mksc.1100.0572

DOI: 10.1080/00913367.2022.2131656

DOI: 10.1108/JPBM-06-2014-0639

DOI: 10.1177/22785337211024926

DOI: 10.1108/07363760810870671

DOI: 10.1177/002224378101800104

DOI: 10.1016/j.jbusres.2018.01.031

DOI: 10.4135/9781446222454

DOI: 10.1590/1678-69712003/administracao.v4n1p92-106

DOI: 10.1007/s11002-005-5902-4

DOI: 10.1016/j.ijhm.2009.03.009

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2017). Multivariate Data Analysis, PEL, Ed. (7th Ed.). Essex, UK: Bookman.

DOI: 10.1080/03637750903310360

DOI: 10.1002/dir.10073

DOI: 10.1504/IJIL.2008.017363

Huang, Y. F., & Dang, H. S. (2014). An empirical analysis on purchase intention on coffee beverage in Taiwan. European Journal of Business and Management, 6(36), 182-196.

DOI: 10.1108/JPBM-05-2013-0299

DOI: 10.1177/002224299305700101

DOI: 10.1287/mksc.1050.0153

DOI: 10.1080/13527266.2013.865868

Kotler, P. (2000). Marketing Management. London, UK: Prentice Hall International.

DOI: 10.1108/JEAS-03-2019-0041

DOI: 10.1016/j.dss.2011.02.011

DOI: 10.4315/0362-028X.JFP-18-517

DOI: 10.1016/S0148-2963(98)00070-8

DOI: 10.20525/ijrbs.v11i5.1841

DOI: 10.13106/jafeb.2020.vol7.no11.939

DOI: 10.1016/j.jbusres.2020.06.022

DOI: 10.1016/j.indmarman.2003.07.001

DOI: 10.1108/JBIM-03-2020-0166

DOI: 10.1086/209332

Mothersbaugh, D. L., & Hawkins, D. I. (2015). Consumer Behavior: Building Marketing Strategy (13th Ed.). New York, NY: McGraw-Hill Education.

DOI: 10.1016/j.jcps.2013.05.002

DOI: 10.1016/j.jbusres.2019.01.002

DOI: 10.1057/s41262-020-00215-5

DOI: 10.1111/j.1540-5885.2011.00871.x

Ramya, N., & Ali, S. M. (2016). Factors affecting consumer buying behavior. International Journal of Applied Research, 2(10), 76-80.

DOI: 10.1177/1754073908097189

DOI: 10.21744/irjmis.v9n1.2012

Schiffman, L. G., & Kanuk, L. L. (2007). Consumer Behavior (9th Ed.). Englewood Cliffs, NJ: Prentice Hall.

DOI: 10.5539/ijbm.v9n8p84

DOI: 10.1111/j.1470-6431.2006.00569.x

DOI: 10.1108/EJM-07-2018-0489

DOI: 10.30845/ijbss.v10n4p9

Solomon, M., Russell-Bennett, R., & Previte, J. (2012). Consumer Behaviour (3rd Ed.). Richmond, Victoria, Australia: Pearson Higher Education AU.

DOI: 10.1007/s10660-013-9108-1

Sulthana, A. N., & Vasantha, S. (2019). Influence of electronic word of mouth eWOM on purchase intention. International Journal of Scientific and Technology Research, 8(10), 1-5.

Taiwan Trend Research (2023). The development trend of the catering industry (in Chinese). Retrieved from: https://www.twtrend.com/trend-detail/food-and-beverage-service-activities-2023/

DOI: 10.1007/s13198-020-00954-3

DOI: 10.1002/mar.21573

van den Bulte, C., & Wuyts, S. (2009). Leveraging customer networks. In J. Y. Wind, & P. Kleindorfer (Eds.), The Network Challenge: Strategy, Profit and Risk in an Interlinked World (pp. 243-258). Upper Saddle River, NJ: Wharton School Publishing.

DOI: 10.1108/JPBM-01-2017-1398

DOI: 10.3390/su10072396

West, S. G., Taylor, A. B., & Wu, W. (2012). Model fit and model selection in structural equation modeling. In R. H. Hoyle (Ed.), Handbook of Structural Equation Modeling (pp. 209-231). New York, NY: The Guilford Press.

DOI: 10.1177/002224378702400302

DOI: 10.20525/ijrbs.v11i1.1554

Wijewardene, L. (2017). Word of mouth communication: A significant force and an effective marketing strategy. Journal of Multidisciplinary Engineering Science and Technology, 4(9), 8283-8288.

DOI: 10.1108/00251740010379100

DOI: 10.1080/15252019.2008.10722143

DOI: 10.1108/09596111011018179

Yildiz, E., & Ülker-Demirel, E. (2017). Measuring the effects of brand authenticity dimensions on word-of-mouth marketing via brand image using structural equation modeling. International Journal of Business and Social Science, 8(3), 121-130.

DOI: 10.1016/S0148-2963(99)00098-3

DOI: 10.1016/j.elerap.2020.100980