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Register a new userThe Effect of Brand Name on Purchase decision (A Field study on University Youth in Syria)
تأثير العلامة التجارية في اتخاذ قرار الشراء (دراسة ميدانية على الشباب الجامعي في سورية)
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Aِl-Baath University ورقة بحثية
Publication date
2017
fields
Marketing
and research's language is
العربية
Created by
Shamra Editor
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يهدف هذا البحث إلى دراسة أثر أبعاد العلامة التجارية (السعر المدرك للعلامة، الجودة المدركة للعلامة) في اتخاذ قرار الشراء لدى الشباب الجامعي السوري. و قد تمَ ذلك بناءً على دراسة و تحليل الدراسات السابقة و أدبيات العلامة التجارية تطوير استبانة لجمع البيانات الأولية للبحث، حيث تم توزيعها على عينة ملائمة مكونة من 800 طالب من طلاب جامعة الفرات. و تم اختبار فرضيات البحث باستخدام تحليل الانحدار البسيط و المتعدد إضافة إلى استخدام الإحصاء الوصفي لخصائص عينة البحث. و توصل البحث إلى أن هناك أثر إيجابي و مهم لأبعاد العلامة التجارية مجتمعة و منفردة (السعر المدرك للعلامة و الجودة المدركة للعلامة) في اتخاذ قرار الشراء.
The objective of this field study was to examine the effect of brand name dimensions, namely; brand perceived price, brand perceived quality on purchase decision. The field research was carried out on university youth in Syria. Aimed the research was to understand the most influential brand name dimensions on purchase decision. Based on brand name literature, previous empirical and conceptual studies, a self-administered questionnaire was developed as a primary data collection method. The questionnaire instrument was distributed and delivered to a convenience sample (800 students) of Al-Furat university. Descriptive statistics, simple and multiple regression analysis techniques were employed to test the research model and hypotheses. Empirical findings revealed a positive and significant impact of brand name dimensions (brand perceived price, brand perceived quality) on purchase decision of youth university.
References used
AKROUSH, M and DMOUR, H 2006 The Relationship between Brand-Building Factors and Branding Benefits in Commercial Banks Operating in Jordan: An Empirical Investigation of Managers Perspectives, Jourdan Journal of Business Administration, 2(3), 464-486
BRAVO, G FRAJ, A SALINAS, M 2007 Family as a Source of Consumer-Based Brand Equity, Journal of Product and Brand Management, 16(3), 188-199
CHURCHILL, G, 2001- Basic Marketing Research. The Dryden Press, Fourth Edition,593p
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