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A study investigating the impact of Brand Equity, Product Category and Product Recall on Purchase Intention

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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, TirthaKanetkar, 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
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