BRAND EQUITY’S IMPACT ON PURCHASE INTENTIONS OF CONSUMERS: A CROSS-INDUSTRY INVESTIGATION
DOI:
https://doi.org/10.29121/shodhkosh.v4.i2.2023.4847Keywords:
Brand Loyalty, Perception Of Quality, Purhcase Intention, Cross-Industry Analysis, Brand Management, Indian MarketAbstract [English]
Objective- This research investigates the impact of brand equity on customer purchasing intentions across several industries, emphasizing quality perception and brand loyalty.
Methods- A quantitative research methodology was employed to gather primary data from 250 customers in the retail, electronics, and FMCG industries across major Indian cities via a cross-sectional survey. Structural Equation Modeling was utilized to evaluate the links between brand equity characteristics and purchase intention.
Findings- The results indicate that perceived quality substantially increases purchase intention, implying that people are more inclined to buy things they regard as high quality. Moreover, brand loyalty significantly enhances purchase intention, suggesting that devoted customers are more likely to persist in buying from a specific brand.
Novelty- These data highlight the need of efficient brand management tactics to improve perceived quality and foster brand loyalty.
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