Impact of Brand Equity on Purchase Intention of Smart Phones

• 발행기관: 강원대학교 경영경제연구소
• 저자명: Dhruba Kumar Gautam Sajeeb Kumar Shrestha
• 간행물 정보: 『아태비즈니스연구』제9권 제1호, 1~18쪽, 전체 18쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2018.03.01

영문 초록

This study aimed to examine the effect of brand equity dimensions measuring the impact of brand equity on purchase intension of smart phones in Kathmandu. Descriptive and causal research design was used for the study. Structured questionnaires were administered for collecting data. Structured equation modeling was applied for validating the proposed model and measuring the influence of brand equity dimensions on purchase intentions of smart phones. Independent sample t-test and ANOVA was used to test the effect of moderating variables on purchase intention. The research fount brand loyalty and brand awareness were the influential factors for purchase intention of smart phones. Females performed significantly more than males in purchase intention. Qualification had no significant differences on purchase intention of smart phones. The findings of this study add values to the literature and its applicability of brand equity, brand awareness and purchase intensions which helps to formulate polices and strategies.