BRAND EQUITY AND PURCHASE INTENTION: THE INDIAN AUTOMOBILE INDUSTRY

Amir Manzoor, Khurram Adeel Shaikh

Abstract


This study utilized the Aaker’s model of brand equity to
develop a model of consumer purchase intention in Indian automobile industry. The model sought to analyze the effect of various dimensions of brand equity on consumer purchase intention. A structural equation model was developed using the data collected from a sample of Indian consumers. Findings of the study reveal that perceived quality have a direct and significant impact on consumers’ purchase intention. These findings have significant implications for marketing managers who would need to carefully adapt their branding approaches to enhance equity of their brands and reduce consumer brand switching.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.