Abstract

Perceived brand quality (PBQ) and perceived brand prestige (PBP) have been considered very important mechanisms to predict the direct as well as indirect relationship between perceived brand globalness (PBG) and consumer purchase likelihood (CPL) in many studies. However, almost all studies focused on direct influence of PBQ and PBP on CPL, neglecting the mediating role of them. This study, therefore, aims at filling this research gap by investigating the mediating effects of PBQ and PBP on the relationship between the PBG and CPL in the mobile industry applied to the HTC Company. In doing so, this study used the structural equation modeling (SEM) approach to analyze a total sample of 439 college student consumers in central Taiwan. Results indicated that PBG and BPQ have positive effects on CPL while PBP did not. These findings are different from the literature that both PBQ and BBP showed significant influences on CPL. In other words, when it comes to HTC mobile phone, only PBQ could be considered as a mediating variable through which PBG indirectly affects CPL. Generally, this study opens the doors to new empirical studies in the mobile phone industry whereby readers and practitioners would understand the importance of mediator role in consumer purchase intention.

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