Complementary Roles of Brand Familiarity and Brand Differentiability in BIM Software Purchase Decisions Among Selected Architectural and Construction Firms
DOI:
https://doi.org/10.11594/ijmaber.07.10.18Keywords:
BIM software, Brand differentiability, Brand familiarity, Building information modeling purchase decision, Software evaluationAbstract
This research is about the predictive effect of Brand Familiarity and Brand Differentiability in Building Information Modeling (BIM) Software Purchase Decision of selected architectural and construction firms in the Philippines. A quantitative descriptive-predictive design was employed to collect data from 125 respondents involved in evaluating, selecting or using BIM software. The measurement of Brand Familiarity was based on awareness, recognition, prior exposure and reputation. Usability, cost, technical features and vendor support were measured as Brand Differentiability. Purchase intent, risk reduction and brand preference were used to measure the purchase decision. The data were analyzed using descriptive statistics, simple linear regression and multivariate linear regression. The findings revealed high levels of Brand Familiarity, Brand Differentiability & BIM Software Purchase Decision. Brand Familiarity was a significant predictor of Brand Differentiability and Brand Differentiability was a significant predictor of BIM Software Purchase Decision. When both Brand Familiarity and Brand Differentiability were considered simultaneously, they remained significant predictors of BIM Software Purchase Decision, implying that each of them contributed unique information to the model. The results indicate that the two constructs are complementary rather than substitutable: Brand Familiarity reflects the knowledge, recognition, and experience potential buyers have about a software brand, while Brand Differentiability reflects the qualities that distinguish software alternatives. Thus, BIM software purchase decisions may be better understood by considering both buyer familiarity and the distinguishing qualities of the software and its supporting services.
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