THE MEDIATING EFFECT OF CUSTOMER-BASED BRAND EQUITY ON THE RELATIONSHIP BETWEEN PLANNED CUSTOMER BEHAVIOR AND THE INTENTION TO PURCHASE COUNTERFEIT PRODUCTS / KORPO KARMO; SUPERVISOR: ASSOC. PROF. DR. FİGEN YEŞİLADA

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2023Tanım: viii, 56 sheets; 31 cm. 1 CD-ROMİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Diğer başlık:
  • A CASE STUDY OF THE CITY BUILDERS OF LIBERIA
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: 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
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 3167 K27 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3548
Suppl. CD Suppl. CD CIU LIBRARY Depo YL 3167 K27 2023 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3548
Toplam ayırtılanlar: 0

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

Araştırmaya Başlarken  
   Sıkça Sorulan Sorular