The role of brand image of WOOK and Amazon on purchase intention, and the mediator effect of perceived value

  • Ana Lúcia Frazão Malta (Student)

Student thesis: Master's Thesis


Young adults are a new generation of consumers, causing likes and dislikes to become daily concerns for companies. Millennials and Generation Z’s have integrated e-Commerce into their lives, a trend that the COVID-19 pandemic has largely accelerated. A massive boom in online book shopping, in a world of brand conscious choices, unveiled literature gaps. This study intended to comprehend the Brand Image of a National Online Retailer (WOOK) and an International Online Retailer (Amazon), along side the expected mediating role of Perceived Value and moderator role of Authors’ Nationality, together with the characteristics of Portuguese Young Adults as consumers, on the Purchase Intent of books. The methodology used for this research included secondary and primary data, with a focus group and online questionnaire. Four different scenarios were randomly assigned to participants, consisting of national retailer/national author, national retailer/international author, international retailer/national author, and international retailer/international author. Overall, results revealed that Brand Image has a positive impact on Purchase Intention, and that the Brand Image of WOOK provokes higher Purchase Intentions than the Brand Image of Amazon. Additionally, results showed that Perceived Value has a positive effect on Purchase Intention and that it partially mediates the relationship between Brand Image and Purchase Intention. The moderation effect of the book Authors’ Nationality was not confirmed. This research has particularly important managerial implications to the industry, and shows the value of Portuguese brands, as companies could rethink their strategic and marketing decisions, and the way they market their brand.
Date of Award25 Jan 2022
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPaulo Romeiro (Supervisor)


  • Brand image
  • Perceived value
  • Purchase intention
  • Online book retailers
  • Author nationality


  • Mestrado em Gestão

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