Asian Journal of Research in Marketing
Year : 2014, Volume : 3, Issue : 1
First page : ( 17) Last page : ( 29)
Online ISSN : 2277-6621.

Evaluating the Impact of Brand image and Service Quality on Consumers’ Purchase Intention: A Case of Large Retail Stores

Farsam Tanzeela

IB&M, UET, Lahore, Pakistan

Online published on 20 February, 2014.

Abstract

The aim of this research is to find out the relationship between price, brand image, service quality and consumer purchase intention. Normative and informative susceptibility has indirect effect on consumer purchase intention. The results indicate there is a positive effect of brand image and service quality on consumer purchase intention. Price has insignificant relationship on purchase intention. As consumers in large retail stores don't bother prices. According to the research they consider the stores charge reasonable prices. So their purchase depends on image of the brand and service quality. Normative and informative susceptibility have positive effect on brand image.

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Keywords

Brand image, informative susceptibility, normative susceptibility, service quality, consumer purchase intention.

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