000			03006nam a22002897a 4500
003			KOHA
005			20231027164451.0
008			231027d2023 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3167 _bK27 2023
100	1		_aKarmo, Korpo
245	1	4	_aTHE MEDIATING EFFECT OF CUSTOMER-BASED BRAND EQUITY ON THE RELATIONSHIP BETWEEN PLANNED CUSTOMER BEHAVIOR AND THE INTENTION TO PURCHASE COUNTERFEIT PRODUCTS / _cKORPO KARMO; SUPERVISOR: ASSOC. PROF. DR. FİGEN YEŞİLADA
246	2	3	_aA CASE STUDY OF THE CITY BUILDERS OF LIBERIA
264			_c2023
300			_aviii, 56 sheets; _c31 cm. _e1 CD-ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 42-51)
520			_aABSTRACT 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
650		0	_aConsumers _vDissertations, Academic
650		0	_aPurchasing _vDissertations, Academic
700	1		_aYeşilada, Figen _esupervisor
942			_2ddc _cTS
999			_c291576 _d291576