Abstract:
Purpose: The primary goal of this study is to determine the relationships between
brand image, perceived value, and perceived quality purchase intention about
smartphones. It also investigates how perceived value and perceived quality
affect the brand image in a model of smartphone purchase intention.
Design/methodology/approach: A structural equation model was built and
evaluated on 204 respondents from Kuala Lumpur using a self-administrated
questionnaire, applying the theory of stimulus organism and response.
Findings: The results imply that perceived quality is not a mediator in the
association between brand image and smartphone purchase intention. Purchase
intention is significantly influenced by brand image and perceived value, whereas
perceived value acts as a mediator in the interaction between brand image and
purchase intention. The results also indicate that there is little influence of
perceived quality on the intention to buy.
Practical implications: Smartphone firms should develop a stronger brand
image to increase consumer perceived value. Brand image and perceived value
consequently boost smartphone purchase intention.
Research limitations: This study applied a cross-sectional study; a mixed
method would provide more evidence and impact of all these variables on
smartphone purchases decision.
Originality value: This study contributes to the literature by revealing the
relationship between brand image, perceived value, perceived quality, and
purchase intention integrated into one model.
