The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador
Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya, Indonesia.
Research Article
World Journal of Advanced Research and Reviews, 2022, 16(03), 947-957
Publication history:
Received on 17 November 2022; revised on 28 December 2022; accepted on 02 December 2022
Abstract:
This study aims to examine the effect of brand image and brand awareness on purchasing decisions moderated by brand ambassadors for Seiko 5 Sports watch products. A sample of 100 respondents and the data were processed using the Smart PLS 3 program. Brand image, brand awareness, and brand ambassadors all had a direct and significant positive effect on purchasing decisions, according to the findings. Brand ambassadors are unable to moderate the impact of brand image and brand awareness on purchasing decisions. This study adds to the body of knowledge/theory about the relationship between brand image, brand awareness, brand ambassadors, and purchasing decisions, as well as presents a novel brand ambassador approach as a moderator of the relationship between variables.
Keywords:
Ambassador; Awareness; Brand; Image; Purchasing decisions
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Copyright © 2022 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0