Title: Measuring the effect of brand equity on the consumers' purchase intention

Authors: Veenu Sharma; Richa Singh; G.N. Patel

Addresses: Birla Institute of Management Studies, Greater Noida, India ' Birla Institute of Management Studies, Greater Noida, India ' Birla Institute of Management Studies, Greater Noida, India

Abstract: The purpose of this study is to intend and analyse a model to better understand brand equity. It will help in investigating the effects of overall brand equity and to find out the main drivers of overall brand equity. Analysis will be done using structural equation modelling (SEM). Measurement invariance and stability of the model across the product wheat flour, which is widely available and well-known to Indian consumers, will be tested in the process. Building brand equity will help in generating more value for producers since a more favourable consumer response results from positive brand equity. The result will provide producers with useful insights into brand building. This research case study carried out with support of field survey and subsequent analysis with the help of proven statistical tools will enrich the brand equity literature by empirically examining the relationships among consumer-based brand equity dimensions and its effects on consumers' response.

Keywords: brand equity drivers; structural equation modelling; SEM; consumer response; wheat flour; consumer intentions; purchase intentions; brand building; India.

DOI: 10.1504/IJSTM.2015.071106

International Journal of Services Technology and Management, 2015 Vol.21 No.1/2/3, pp.98 - 110

Published online: 12 Aug 2015 *

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