The Relationship of Brand Equity to Purchase Intention

IUP Journal of Marketing Management, May 2012

20 Pages Posted: 30 Sep 2011 Last revised: 29 Nov 2012

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Tharmi

affiliation not provided to SSRN

Samithamby Senthilnathan

International Training Institute; International Training Institute

Date Written: September 24, 2011

Abstract

This study empirically examines the relationship between Brand Equity (BE) as the independent variable and Purchase Intention (PI) as the dependent variable in relation to branded baby soaps selectively. While both the variables individually have high level attributes of the customers, the Pearson’s correlation analysis explores a positively significant linear relationship between BE and PI. This implies that the PI of a customer for purchasing branded baby soap can be predicted with the customer’s nature of BE. The correlation coefficient between the BE and PI indicates that the BE of a customer is useful to explain the variation in PI of a customer. Further analysis of regression model with intercept indicates that it needs additional suitable variables to predict unexplained variation of 68% of the PI. However, the model without intercept indicates that BE alone can predict the PI by explaining its more than 99% variation.

Keywords: brand equity, purchase intention, decision making process

JEL Classification: M30, M31, M37, M39

Suggested Citation

Tharmi, Uthayakumar and Senthilnathan, Samithambe and Senthilnathan, Samithambe, The Relationship of Brand Equity to Purchase Intention (September 24, 2011). IUP Journal of Marketing Management, May 2012, Available at SSRN: https://ssrn.com/abstract=1935740 or http://dx.doi.org/10.2139/ssrn.1935740

Uthayakumar Tharmi

affiliation not provided to SSRN ( email )

Samithambe Senthilnathan (Contact Author)

International Training Institute ( email )

PO Box 6322
Scratchley Road, Badili
Port Moresby, National Capital District
Papua New Guinea

International Training Institute ( email )

PO Box 6322
Scratchley Road, Badili
Port Moresby, National Capital District
Papua New Guinea

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