The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir

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NIKKHAH FARKHANI ZAHRA; Ahanchian Narges; NOORI ZAHRA

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Journal: Journal of Social Studies in Tourism Year:2019 | Volume:6 | Issue:12 Page(s): 71-96

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Title

The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir

Author(s)

NIKKHAH FARKHANI ZAHRA | Ahanchian Narges | NOORI ZAHRA | Issue Writer Certificate

Keywords

tourismQ1

souvenirQ1

perceived valueQ1

brand imageQ1

purchase intentionQ1

Abstract

The perceived value of a brand is a basic concept for brand purchase and is considered as a valuable and necessary asset. Marketers need to identify the effective factors on brand purchase intention to promote their products and aim for improving the perceived value of the brand. This study tried to test the concept in tourism and test the effect of the perceived value of tourists on purchase intention (candy) and brand image. The statistical population was all the tourists who visited the city of Bojnord. Based on Krejcie and Morgan sampling table, 384 tourists were selected randomly. A localized questionnaire was used to collect data. Using structural equation modeling and LISREL, the study investigated the conceptual model and the research hypotheses. The results showed that the perceived value of tourists had a positive and significant effect on the brand image and purchase intention toward the candy. Tourists‟ mental image had also a positive and significant effect on the purchase intention. The results showed that the tourism marketers could increase the tendency of tourists to purchase Bojnord candy by improving the index of the perceived value of the candy and by making efforts to brand these local souvenirs, which could lead to developing the tourism industry.

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APA: Copy

NIKKHAH FARKHANI, ZAHRA, Ahanchian, Narges, & NOORI, ZAHRA. (2019). The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir. JOURNAL OF SOCIAL STUDIED IN TOURISM, 6(12 ), 71-96. SID. https://sid.ir/paper/259343/en

Vancouver: Copy

NIKKHAH FARKHANI ZAHRA, Ahanchian Narges, NOORI ZAHRA. The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir. JOURNAL OF SOCIAL STUDIED IN TOURISM[Internet]. 2019;6(12 ):71-96. Available from: https://sid.ir/paper/259343/en

IEEE: Copy

ZAHRA NIKKHAH FARKHANI, Narges Ahanchian, and ZAHRA NOORI, “The Effect of the Perceived Value of a Brand Image on Purchase Intention Case: Bojnord Candy Souvenir,” JOURNAL OF SOCIAL STUDIED IN TOURISM, vol. 6, no. 12 , pp. 71–96, 2019, [Online]. Available: https://sid.ir/paper/259343/en

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