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Brands and consumer behavior

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Abstract:

In this research, on the basis of a review of the literature on brand image, brand equity, involvement, and purchase intention, we developed a questionnaire to explore the correlation of brand image and brand equity with consumer purchase intention. Respondents were university students in Taiwan. After analysis with SPSS, the following results were found: brand image significantly affected brand equity, brand equity significantly affected purchase intention, and brand image significantly affected purchase intention, but involvement showed no significant effect across all dimensions.

Keywords: BRAND; BRAND EQUITY; BRAND IMAGE; CONSUMER BEHAVIOR; PURCHASE INTENTION

Document Type: Research Article

DOI: http://dx.doi.org/10.2224/sbp.2012.40.1.105

Publication date: February 1, 2012

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