Impact of Brand Equity on Consumer Brand Preference and Brand Purchase Intention

In: IBT Journal of business studies: JBS, Band 15, Heft 1, S. 138-148

Abstract

Product differentiation has become a difficult task for the marketers because of the increasing number of brands in the market. It is also noted that, the product differentiation which gets it basis from the brand i.e. brand equity, turns out to be more effective than others. This is the reason why the marketers are emphasizing more on strengthening the brand equity of a brand. A conceptual framework was constructed to measure the impact brand equity has from all the other components under brand equity. Furthermore, consumer brand preference and consumer's brand purchase intention were also studied along with the effects of brand equity on them. The sample size was chosen 385 and it was quite responsive; only 5% of them did not respond. The prior studies were used in developing the constructs by making sure their applicability and validity in recent times. Likert scale was used in the questionnaire to get the answers from respondents. The data was collected on the basis of convenience sampling. Model was analyzed completely after conducting the preliminary analysis. Then hypotheses were analyzed on basis of regression which ruled out only one out of seven.