Impact of multiple perceived value on consumers' brand preference and purchase intention: a case of snack foods.

摘要

This study explores product value with reference to brand development. The question of which perceived product value acts dominantly has received very little attention, in particular, whether multiple product value enhances consumers' brand preference/purchase. This research investigates relationships between multiple perceived snack foods' product value, brand preference and purchase intention. Findings show significantly positive effects of brand preference on purchase intention, and brand preference as a mediator between multiple perceived product value and purchase intention. Findings also reveal multiple value perceptions of snack foods (e.g. functional price/value for money and performance/quality, emotional, and social dimensions) are significant in the formation of brand preference, whereas only functional price/value for the money and emotional value relate to purchase intention directly.