IMPACT OF BRAND EQUITY ON CONSUMER PURCHASE INTENTION TOWARDS EDIBLE OIL BRANDS IN PAKISTAN

Abstract

The study has purposefully aimed to examine the impact of brand awareness and brand image on perceived quality, brand loyalty and purchase intention. Whereas, the study further examined the influence of perceived quality and brand loyalty on purchase intention of consumers toward edible oil brands in Pakistan. The study has gathered total 324 sample responses for data analysis using convenience sampling and from the consumers of edible oils in the Karachi city of Pakistan. The study has adapted five-point Likert scale questionnaire from various published literature and close-ended questions were included in the data collection instrument. The results have shown that brand awareness has significant impact on brand loyalty, perceived quality and purchase intention. Furthermore, brand image has been found as significantly related to brand loyalty and purchase intention but does have insignificant impact on perceived quality. Finally, brand loyalty and perceived quality both have statistically significant and positive impact on purchase intention. In addition, the indirect effect path analysis has shown that brand awareness and brand image have statistically significant impact on purchase intention with the mediation of brand loyalty. However, brand awareness has statistically significant impact on purchase intention with the mediation of perceived quality but brand image has statistically insignificant relationship with purchase intention with the mediation of perceived quality. In the light of results and findings of the study, there are enormously vast and keen conclusive remarks provided by the study. Also, the study has provided managerial and future research recommendations based on the results of the study.