The Impact of Brand Equity on Customer Purchase Intention of Mobile Phones: Evidence from Undergraduates of Private Sector Higher Educational Institutions in Sri Lanka

Abstract

Branding is a key decision to be taken by business people to increase their sales and keeping customers attached to their products. The present study was designed to explore how brand equity dimensions impact mobile phone purchase intention, which could be explored among undergraduates in Sri Lankan private sector higher educational institutions. The brand equity model has become the global standard for brand equity research. Brand equity is defined as brand awareness, brand quality, brand association, and brand loyalty As the Sir Lankan mobile phone market is rapidly changing, brand equity issues are also visible. Accordingly, 377 respondents from selected private sector higher education institutes have a higher student base than others. Data were analyzed through correlation and multiple regression techniques. Results revealed all brand equity dimensions impacted purchase intention. As a result, the study concludes that the brand equity dimensions are the essential variables influencing customer purchase intent.