Journal of Marketing Management

Impact of Brand Equity towards Purchasing Desition: A Situation on Mobile Telecommunication Services of Sri Lanka
Nisal Rochana Gunawardane

Abstract
The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha districts, 300 questionnaires were distributed and the results gathered from the respondents were analyzed in order to get a meaningful conclusion. To accomplish these, a conceptual framework was designed and relationships among its constructs (Brand equity, purchase intention) were hypothesized. The hypotheses which are tested based on the brand equity and purchase intention. Therefore all the hypothesis was accepted but the relationship between the independent variable dependent variables identified is varying. There is a strong positive relationship between the brand awareness and perceived quality with purchase intention. But rest of the other factor’s relationship with purchase intention is having less or moderate level relationship. Hypotheses were tested using structural equation modeling and subgroup correlation analysis in SPSS. Results indicated that brand equity positively influences consumer’s purchase intention.

Full Text: PDF     DOI: 10.15640/jmm.v3n1a10