Journal of Business & Economic Policy

ISSN 2375-0766 (Print), 2375-0774 (Online) DOI: 10.30845/jbep

Does Winning an Award Matter to Brand Trust and Purchase Intention? Evidence from Franklin Templeton Investments
Ya-Hui Wang, Chien- Cheng Lee

This research takes Franklin Templeton Investments as an example to investigate the relationships between brand awareness, brand image, brand trust, perceived quality, and purchase intention. Using random sampling, we administered the questionnaires to investors living in Taiwan from February 1, 2015 to May 31, 2015.The research findings show that brand awareness has both significantly direct and indirect effects on brand trust, and the indirect effects are mainly via brand image and perceived quality. However, brand image, perceived quality and brand trust also have a significantly direct effect on purchase intention, andboth brand image and perceived quality have an indirect effect on purchase intention via brand trust.

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