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2.1.2 BRAND ASSOCIATION

Brand association is a concept that describes information about a brand in the consumer’s mind, whether good or bad, that is associated
with a node of brain memory and acts as a data-gathering tool for brand differentiation and extension (Virutamasen, 2015; Le, 2019).
Understand the market brand association to market products, while consumers use brand association to make purchasing decisions (Brian,
2016). Moreover, brand associations are the other nodes of information linked to the brand node in memory and contain the meaning of the
brand to consumers (Bhaya, 2017; Zaki, 2017).

Brian et al. (2016) categorised brand association into attributes, benefits, and attitudes. Attributes refer to the descriptive features that
characterise a brand. In addition, benefits refer to what consumers believe the brand can provide them with the expected value. Brand attitudes
refer to consumers’ overall impression of a brand (Rio, 2017). In addition, product-related and non-product-related attributes are the two
types of descriptive qualities that characterise a product or service. Product-related qualities refer to performing the product or service sought
by consumers. Meanwhile, non-product-related attributes are external characteristics of a product, such as a price, packaging, and visual
image.

There are two types of brand associations: product and organisational associations. Product associations are divided into non-functional
and functional property associations. Functional attributes are the tangible features of a product while evaluating a brand, and people associate
the performance of the functional attributes with the brand (Kilei et al., 2016). Non-functional attributes encompass figurative qualities,
intangible characteristics that fulfil consumers’ social acceptance, personal expression, and ego requirements (Zaki, 2017; Kilei et al., 2016).

Virutamasen et al. (2015) have emphasised the importance of brand associations in developing a brand, as they are images and symbols
associated with a brand or brand benefit. Also, brand associations can help improve product quality. The appearance characteristics unique
to a brand are usually the leading association and various aspects of brand equity. Brand association is also generated by unique image,
product quality, and value (Fadilah et al., 2016). In addition, brand associations serve as the basis for brand loyalty and purchase decisions
because most associations are associated with brand attributes, consumer target markets, and services that consumers need (Hidayanti, 2018).
In addition, the brand association can create value for companies in information gathering to distinguish brands from each other and
enhance positive feelings toward products in brand extension (Widjaja, 2019). On the other hand, it is critical to create brand relationships
because it promotes customer loyalty and better brand networking and supports brand relationships between the firm and its consumers (Zaki,
2017).

2.1.3 PERCEIVED QUALITY

Perceived superiority is a consumer’s knowledge of a product’s performance and comparison to expectation (Saleem et al., 2015).
Perceived quality reviews a brand’s existing attributes from the consumer’s perspective, reflection, and action that will impact their future
purchase intentions (Widjaja, 2019). Perceived product quality is also a factor in the customer’s decision-making process because it will
influence purchase behaviour and product selection (Morgado et al., 2016).

Extrinsic and intrinsic quality signals are both part of the objective attributes of a product. Previous researchers do not focus on the
moderating effects of intrinsic and brand perceived quality on the effectiveness of stimuli. However, the latter researchers consider attributes
whose adaptation leads to changes in the product’s physical attributes (Morgado et al., 2016). Since intrinsic signals lead to perceived quality,
which increases brand equity, managers must understand the link between actual and predicted perceived quality (Saleem, 2015).

Product quality plays a vital role in determining purchase intention as it is a continuous improvement process that results in product
performance and increases consumer needs satisfaction (Mirabi et al., 2015). Perceived quality provides consumers with a compelling
incentive to purchase the brand and enables the business to differentiate itself from competitors (Alhaddad, 2015; Stylidis et al., 2019).
According to Stylidis et al. (2009), product quality differs from the perceived quality of products because the customer’s or buyer’s judgment
is based on personal evaluation of the products or services. For example, students as customers will focus more on service quality for
perceived quality under education because the service is an intangible activity or collection of intangible activities that occur under
interactions between students and education service providers (Annamdevula& Bellamkonda, 2016). For instance, several factors will affect
student perception of educational quality, including student scholarship, extracurricular activities, lecturers, physical resources, and
interactive learning methods (Chaudhary & Dey, 2020).

2.1.4 BRAND ATTITUDES

Attitudes towards a brand are based on consumers' overall evaluation of the brand products and service. It reflects consumers' reactions to
the brand, which can be formed from beliefs about the intrinsic attributes, functional benefits, and accompanying experiences. Previous
studies have viewed brand attitudes as a mediator (Vidyanata et al., 2018, Wang et al., 2019; Wassler, 2019). In addition, Sheera et al. (2016)
indicated that brand attitudes have an important role in influencing consumer purchase intention. Farooq et al. (2017) found that customers
tend to make decisions based on what they are familiar with, especially in low-involvement situations. In the absence of well-formed attitudes,
fundamental brand awareness might well be able to influence purchase decisions. Consumers frequently rely on brand awareness in the

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