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VOL. 6, ISSUE 3 (2024)
Role of brand equity in influencing consumer buying behaviour
Authors
Sitaram Chahlia
Abstract
Brand equity is an
invaluable source of competitive advantage for a business firm. Products or
services with high brand equity have greater possibility of inducing favourable
buying behavior from the consumers. The main purpose of this study is to examine
the influence of brand equity on consumer buying behavior. It also seeks to
provide insights on the relationship between brand equity and its four
dimensions, namely, brand loyalty, perceived quality, brand awareness, and
brand association. In order to fulfil the research objectives, appropriate
statistical methods were employed, such as, frequencies, correlations, and
regression analysis. The study concluded that brand equity played a major role
in influencing consumer buying behavior as empirical results showed a positive
and significant effect of brand equity on willingness to pay price premium,
brand preference, and purchase intentions. Brand loyalty and perceived quality
were revealed to be the dominant dimensions having strong effects on brand
equity.
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Pages:1-6
How to cite this article:
Sitaram Chahlia "Role of brand equity in influencing consumer buying behaviour". International Journal of Finance and Commerce, Vol 6, Issue 3, 2024, Pages 1-6
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