Home
World Journal of Advanced Research and Reviews
International Journal with High Impact Factor for fast publication of Research and Review articles

Main navigation

  • Home
    • Journal Information
    • Editorial Board Members
    • Reviewer Panel
    • Abstracting and Indexing
    • Journal Policies
    • Our CrossMark Policy
    • Publication Ethics
    • Issue in Progress
    • Current Issue
    • Past Issues
    • Instructions for Authors
    • Article processing fee
    • Track Manuscript Status
    • Get Publication Certificate
    • Join Editorial Board
    • Join Reviewer Panel
  • Contact us
  • Downloads

eISSN: 2581-9615 || CODEN: WJARAI || Impact Factor 8.2 ||  CrossRef DOI

Research and review articles are invited for publication in March 2026 (Volume 29, Issue 3) Submit manuscript

The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador

Breadcrumb

  • Home
  • The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador

Anita Kartika Sari and Tri Wahjoedi *

Sekolah Tinggi Ilmu Ekonomi Mahardhika, Surabaya, Indonesia.
 
Research Article
World Journal of Advanced Research and Reviews, 2022, 16(03), 947-957
Article DOI: 10.30574/wjarr.2022.16.3.1462
DOI url: https://doi.org/10.30574/wjarr.2022.16.3.1462
 
Received on 17 November 2022; revised on 28 December 2022; accepted on 02 December 2022
 
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.
 
Ambassador; Awareness; Brand; Image; Purchasing decisions
 
https://wjarr.com/sites/default/files/fulltext_pdf/WJARR-2022-1462.pdf

Preview Article PDF

Anita Kartika Sari and Tri Wahjoedi. The influence of brand image and brand awareness on purchasing decisions is moderated by brand ambassador. World Journal of Advanced Research and Reviews, 2022, 16(3), 947-957. Article DOI: https://doi.org/10.30574/wjarr.2022.16.3.1462

Copyright © Author(s). All rights reserved. This article is published under the terms of the Creative Commons Attribution 4.0 International License (CC BY 4.0), which permits use, sharing, adaptation, distribution, and reproduction in any medium or format, as long as appropriate credit is given to the original author(s) and source, a link to the license is provided, and any changes made are indicated.

All statements, opinions, and data contained in this publication are solely those of the individual author(s) and contributor(s). The journal, editors, reviewers, and publisher disclaim any responsibility or liability for the content, including accuracy, completeness, or any consequences arising from its use.

Get Certificates

Get Publication Certificate

Download LoA

Check Corssref DOI details

Issue details

Issue Cover Page

Editorial Board

Table of content

Copyright © 2026 World Journal of Advanced Research and Reviews - All rights reserved

Developed & Designed by VS Infosolution