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    Brand Equity & Consumer Purchase Intention: A Study Based On Life Buoy Soap

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    Samridhi Singhal
    This study examines the relationship between brand equity dimensions and consumer purchase intention for Lifebuoy soap. A survey was conducted of 100 Lifebuoy soap consumers in the Colombo district of Sri Lanka. The findings from descriptive analysis and regression models revealed that brand loyalty, perceived quality, and brand awareness significantly impact purchase intention for Lifebuoy soap, while brand association was not as significant. The study provides insights into how developing brand equity can increase competitive advantage and financial gains for companies.

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    Brand Equity & Consumer Purchase Intention: A Study Based On Life Buoy Soap

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    Samridhi Singhal
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    This study examines the relationship between brand equity dimensions and consumer purchase intention for Lifebuoy soap. A survey was conducted of 100 Lifebuoy soap consumers in the Colombo district of Sri Lanka. The findings from descriptive analysis and regression models revealed that brand loyalty, perceived quality, and brand awareness significantly impact purchase intention for Lifebuoy soap, while brand association was not as significant. The study provides insights into how developing brand equity can increase competitive advantage and financial gains for companies.

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    icmr_proceedings_2017-102-102

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    This study examines the relationship between brand equity dimensions and consumer purchase intention for Lifebuoy soap. A survey was conducted of 100 Lifebuoy soap consumers in the Colombo district of Sri Lanka. The findings from descriptive analysis and regression models revealed that brand loyalty, perceived quality, and brand awareness significantly impact purchase intention for Lifebuoy soap, while brand association was not as significant. The study provides insights into how developing brand equity can increase competitive advantage and financial gains for companies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    42 views2 pages

    Brand Equity & Consumer Purchase Intention: A Study Based On Life Buoy Soap

    Uploaded by

    Samridhi Singhal
    This study examines the relationship between brand equity dimensions and consumer purchase intention for Lifebuoy soap. A survey was conducted of 100 Lifebuoy soap consumers in the Colombo district of Sri Lanka. The findings from descriptive analysis and regression models revealed that brand loyalty, perceived quality, and brand awareness significantly impact purchase intention for Lifebuoy soap, while brand association was not as significant. The study provides insights into how developing brand equity can increase competitive advantage and financial gains for companies.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    See discussions, stats, and author profiles for this publication at: https://www.researchgate.

    net/publication/320798442

    Brand Equity & Consumer Purchase Intention: A Study based on Life Buoy
    Soap

    Conference Paper · October 2017

    CITATIONS READS

    0 4,665

    2 authors:

    Sudath Weerasiri Yashodhara Hennayake


    University of Kelaniya Gampaha Wickramarachchi University of Indigenous Medicine
    62 PUBLICATIONS   193 CITATIONS    13 PUBLICATIONS   45 CITATIONS   

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    Some of the authors of this publication are also working on these related projects:

    Perceived Service Quality and Destination Loyalty View project

    The Impact of Celebrity Endorsement Toward Brand Image with Special Reference to Men's Wear Apparel in Sri lanka View project

    All content following this page was uploaded by Yashodhara Hennayake on 02 November 2017.

    The user has requested enhancement of the downloaded file.


    2nd Interdisciplinary Conference of Management Researchers
    Empowering Sustainable Tourism, Organizational Management and Our Environment
    19th – 21st October 2017 – Sabaragamuwa University of Sri Lanka

    Brand Equity & Consumer Purchase Intention:


    A Study based on Life Buoy Soap
    RAS Weerasiri1, HMGYJ Hennayake2
    1,2Department of Marketing Management, University of Kelaniya

    The primary objective of this study is to provide a better understanding of how brand equity could impact
    on purchase intention with special reference to lifebuoy soap brand. Brand Equity helps to develop
    competitive advantage for any product or service. The proper understanding of the concept of Brand
    Equity provides not only more information to develop strategies towards customers, but also, developing
    Brand Equity is the key to increase the financial gain to the company.

    A deductive approach was employed to construct the conceptual framework and accordingly hypotheses
    were formed. Survey method was followed to gather primary data by selecting 100 lifebuoy soap
    consumers around Colombo District. The data was analyzed using descriptive analysis and multiple
    regression models.

    The findings revealed that brand equity dimensions have been impact on purchase intention on lifebuoy
    soap. Among them brand loyalty, perceived quality and brand awareness have a significant impact on
    purchase intention on life buoy soap whereas Brand Association found to be not very significant
    compared to other variables.

    Keywords: Brand Equity, Brand Association, Perceived Quality, Brand Quality, Purchase Intention

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