THE MEDIATING EFFECT OF CUSTOMER-BASED BRAND EQUITY ON THE RELATIONSHIP BETWEEN PLANNED CUSTOMER BEHAVIOR AND THE INTENTION TO PURCHASE COUNTERFEIT PRODUCTS /
Karmo, Korpo
THE MEDIATING EFFECT OF CUSTOMER-BASED BRAND EQUITY ON THE RELATIONSHIP BETWEEN PLANNED CUSTOMER BEHAVIOR AND THE INTENTION TO PURCHASE COUNTERFEIT PRODUCTS / A CASE STUDY OF THE CITY BUILDERS OF LIBERIA KORPO KARMO; SUPERVISOR: ASSOC. PROF. DR. FİGEN YEŞİLADA - viii, 56 sheets; 31 cm. 1 CD-ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 42-51)
ABSTRACT
The impact of counterfeit products has grown exponentially in Liberia, and it has
become a global phenomenon. The study aimed to find the mediating effect of
customer-based brand equity on the relationship between planned behavior and the
intention to purchase counterfeit products. The study aimed to find the mediating effect
of customer-based brand equity on the relationship between subjective norms,
behavioral control, and attitude and intention to purchase counterfeit products.
The study used a descriptive research design to formulate the research problem, collect
data, and analyze the data to solve the identified problem. The study used the Cochran
formula to calculate the sample size, and the final sample size comprised 384 City
Builder of Liberia customers. The study used electronic questionnaires to collect the
data, and the sampling technique used was a snowball, where initial contacts were
made, and the initial contacts were asked to reach other contacts. The study used
bootstrapping analysis to perform the mediating analysis with a bootstrap sample of
5000 and a 95% confidence interval with the help of AMOS software.
The results from the mediating analysis show that customer-based brand equity has no
mediating effect on the relationship between subjective norms and the purchase
intention of counterfeit products. The study found that customer-based brand equity
has no mediating effect on the relationship between behavioral control and the
purchase intention of counterfeit products. The study revealed that customer-based
brand equity fully mediates the relationship between attitude and the purchase
intention of counterfeit products.
Keywords: Attitude, Behavioral control, City builder of Liberia, Customer based brand
equity, Planned customer behavior
Consumers--Dissertations, Academic
Purchasing--Dissertations, Academic
THE MEDIATING EFFECT OF CUSTOMER-BASED BRAND EQUITY ON THE RELATIONSHIP BETWEEN PLANNED CUSTOMER BEHAVIOR AND THE INTENTION TO PURCHASE COUNTERFEIT PRODUCTS / A CASE STUDY OF THE CITY BUILDERS OF LIBERIA KORPO KARMO; SUPERVISOR: ASSOC. PROF. DR. FİGEN YEŞİLADA - viii, 56 sheets; 31 cm. 1 CD-ROM
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 42-51)
ABSTRACT
The impact of counterfeit products has grown exponentially in Liberia, and it has
become a global phenomenon. The study aimed to find the mediating effect of
customer-based brand equity on the relationship between planned behavior and the
intention to purchase counterfeit products. The study aimed to find the mediating effect
of customer-based brand equity on the relationship between subjective norms,
behavioral control, and attitude and intention to purchase counterfeit products.
The study used a descriptive research design to formulate the research problem, collect
data, and analyze the data to solve the identified problem. The study used the Cochran
formula to calculate the sample size, and the final sample size comprised 384 City
Builder of Liberia customers. The study used electronic questionnaires to collect the
data, and the sampling technique used was a snowball, where initial contacts were
made, and the initial contacts were asked to reach other contacts. The study used
bootstrapping analysis to perform the mediating analysis with a bootstrap sample of
5000 and a 95% confidence interval with the help of AMOS software.
The results from the mediating analysis show that customer-based brand equity has no
mediating effect on the relationship between subjective norms and the purchase
intention of counterfeit products. The study found that customer-based brand equity
has no mediating effect on the relationship between behavioral control and the
purchase intention of counterfeit products. The study revealed that customer-based
brand equity fully mediates the relationship between attitude and the purchase
intention of counterfeit products.
Keywords: Attitude, Behavioral control, City builder of Liberia, Customer based brand
equity, Planned customer behavior
Consumers--Dissertations, Academic
Purchasing--Dissertations, Academic