Brand Equity & Purchase Intention: The Indian Automobile Industry

Abstract

This study utilized the Aaker’s model of brand equity to develop a model of consumer purchase intention in Indian automobile industry. The model sought to analyze the effect of various dimensions of brand equity on consumer purchase intention. A structural equation model was developed using the data collected from a sample of Indian consumers. Findings of the study reveal that perceived quality have a direct and significant impact on consumers’ purchase intention. These findings have significant implications for marketing managers who would need to carefully adapt their branding approaches to enhance equity of their brands and reduce consumer brand switching.