Title:
|
A study investigating the impact of Brand Equity, Product Category and Product Recall on Purchase Intention |
Author:
|
Khastagir, Shreya
|
Department:
|
Department of Marketing and Consumer Studies |
Program:
|
Marketing and Consumer Studies |
Advisor:
|
Dhar, Tirtha Kanetkar, Vinay |
Abstract:
|
This thesis investigated the moderating role of brand equity on the relationship between product category and purchase likelihood in a no recall and product recall context. The study measured the purchase likelihood of a sample of undergraduate students at the University of Guelph for branded food products through an ANOVA analysis. The results from this study indicate that there is a significant relationship between brand equity and product category in influencing purchase intention in a product recall, but the result is not significantly different from no recall scenario. In other words, a high equity brand in a hedonic product category has a higher purchase likelihood than a utilitarian product category. Similarly, a low equity brand in a utilitarian product category has a higher purchase likelihood than a hedonic product category. However, a product recall does not lead to a lower purchase intention compared to a no recall condition. |
URI:
|
http://hdl.handle.net/10214/16046
|
Date:
|
2019-04 |
Terms of Use:
|
All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated. |