Title: Consumer-based brand equity and purchase decision of Indian gold jewellery

Authors: Alagirisamy Kamatchi Subbiah Sukumaran

Addresses: School of Management, SASTRA University, Thanjavur, India

Abstract: Value of brand equity is proportional to the perceived risk from buying a product. When a consumer is attached with the purchase of a product emotionally or when the product is expensive, brand equity gains more significance. In the case of purchase of gold jewellery in the Indian conditions, the consumer adds more importance to the brand name and the brand equity attached to it. This study is unique in analysing the brand equity elements behind the purchase decision of Gold Plus gold jewellery with the help of predictive neural networks model. A study of the relative importance of the brand equity dimensions is not attempted in this study as there is rich literature on this subject. This paper identifies the significant brand equity elements which lead to the purchase decision of gold jewellery sold in India under the brand name of Gold Plus, a leading brand name in India.

Keywords: brand equity; purchase decisions; gold jewellery; neural networks; India; perceived risk; luxury goods; consumer behaviour.

DOI: 10.1504/IJAIP.2015.073716

International Journal of Advanced Intelligence Paradigms, 2015 Vol.7 No.3/4, pp.382 - 393

Received: 31 Oct 2014
Accepted: 01 May 2015

Published online: 16 Dec 2015 *

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