Influences of Brand Credibility and Brand Prestige that affects the Purchase Intention of a High involvement product: A case study of TOYOTA Car brand

Abstract

          The purpose of this research is to study the influence of brand credibility and brand prestige on purchase intentions of high involvement products.  A case study of Toyota-branded vehicle. This research is quantitative research. The data was collected using an online questionnaire from a sample of 450 people living in Thailand. There is awareness of the Toyota-branded vehicle and the age range is in the Generation Y group that has been checked for reliability and content validity. The quantitative analysis method by analyzing data by frequencies, percentages, means, standard deviations, tolerances, analysis of variance and multiple regression are applied for checking the consistency of the purchase intention model and testing hypotheses. The results of the study revealed that brand credibility influences purchase intention for products with high involvement through perceived value for money and perceived quality in the role of partial mediation variables and brand prestige influences purchase intention for products with high involvement through perceived value for money in the role of partial mediation variables and perceived quality in the role of full mediation variables with statistical significance of 0.05, such findings It is a source of information for future researchers and reflects that entrepreneurs should pay attention to the perceived value for money and perceived quality to effectively stimulate purchasing intentions.