What is it about?

Based on the importance of the brand in the commodity market, the goal of this study is to investigate the purchase intentions of commoditized products of famous brands and the influence of subjective norms on consumer response.

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Why is it important?

The results indicate a positive relationship between BE and purchase intention, BE and premium price, perceived value and BE, subjective norms and purchase intention and subjective norms and BE. It should be noted that an emerging market has characteristics distinct to that of a mature market, justifying specific research in this context.

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This page is a summary of: Brand equity of commoditized products of famous brands, Marketing Intelligence & Planning, August 2019, Emerald, DOI: 10.1108/mip-02-2019-0115.
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