Business, Management and Accounting
4 years ago

Brand preference mediates impact of brand equity on mobile purchase decisions.

International Journal of Research -GRANTHAALAYAH
MOBILE PHONE BRAND EQUITY AND PURCHASE INTENTION: THE MEDIATING EFFECT OF BRAND PREFERENCE
F. B. Kennedy, Sewanthy

Paper Summary

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The study looked at how people's preference for a mobile phone brand affects their intention to buy that brand. They surveyed 204 mobile phone users in Trincomalee district Town and Gravets area. The results showed that brand equity, brand preference, and purchase intention were high among the users. There was a strong positive relationship between brand equity, brand preference, and purchase intention. The study found that brand equity has a positive impact on purchase intention, as well as on brand preference. Brand preference also has a positive impact on purchase intention. Overall, brand preference partially mediates the relationship between brand equity and purchase intention.