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The Mediating Role of Brand Image in the Relationship Between Promotion, Price Perception, and Purchase Intention: Evidence from Emerging Market Bottled Water Consumers

Author

Listed:
  • Gulo, Maria Monika Anjelina Manek
  • Lake, Yeremias

Abstract

Purpose: This study examines brand image as a mediating mechanism linking promotional strategies and price perception to purchase intention among bottled water consumers in an emerging market context, addressing the need for process-oriented research in price-sensitive Southeast Asian markets. Method/Approach: Cross-sectional survey data from 160 Le Minerale consumers in Kefamenanu City, Indonesia (July-August 2025) were analyzed using partial least squares structural equation modeling (PLS-SEM) with bias-corrected bootstrapping procedures (5,000 resamples). The study tested both direct effects and indirect effects through brand image mediation. Findings: Promotion (β = 0.522, p

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Handle: RePEc:lgn:lgngmr:702407
DOI: 10.66452/702407
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JEL classification:

  • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
  • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
  • L66 - Industrial Organization - - Industry Studies: Manufacturing - - - Food; Beverages; Cosmetics; Tobacco

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