Published Online:May 2025
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM040525
DOI:10.71329/IUPJMM/2025.24.2.79-101
Author Name:Bidisha Baruah, Shimti Kharmawphlang and N M Panda
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:78-101
This study examines the intricate relationship between brand equity and purchase intention in the home appliance market in Assam State, India. The data for the study was collected through a survey questionnaire from 1,250 customers outside shopping malls and local retail establishments in five key cities: Guwahati, Silchar, Dibrugarh, Jorhat, and Tezpur. The study used structural equation modeling to empirically examine multiple variables and hypotheses. The results indicate that purchase intention is negatively impacted by brand awareness, which is typically seen as essential. However, it is found that brand equity elements like perceived quality, brand association, and brand loyalty significantly increase consumers’ propensity to buy. The findings have implications for home appliances producers and marketers, offering valuable insights on enhancing branding strategies, refining products, cultivating customer connections, and gaining a competitive edge in the industry. In particular, the study advises marketers to carefully analyze the many components of brand equity when formulating their branding strategies. It also emphasizes the value of flexibility, advising marketers to modify their strategies for various marketing contexts, and concentrate on building client loyalty to lessen consumer switching behavior. The study offers insightful information on how various aspects of brand equity interact with purchase intention, providing crucial direction for both researchers and practitioners.
Over the past few decades, brand equity has emerged as a key area of interest in brand management research. This concept has undergone significant evolution, adapting to various themes and shifting environments. Since the late 1980s, studies have underscored the critical role of brand equity in marketing, extending its significance beyond mere product features.