Brand Equity and Its Impact on Customer Purchase Intention: Empirical Evidence of the Telecommunication Sector of Sargodha

Abstract

The paper aims to analyse the impact of brand equity on customers’ purchase intention in the Sargodha telecommunication market. Furthermore, it measures brand equity through different dimensions like brand loyalty, brand awareness, perceived quality and brand association. It is quantitative research with an adopted questionnaire to record customer feedback with five-point Likert scale. SPSS is used to examine the data. The analytical tests were performed, e.g., descriptive statistics, correlation analysis and regression analysis. It has a fourfold result. It found a significant positive effect of brand loyalty on customer purchase intention. The second hypothesis established that brand awareness has a significant positive impact on customer purchase intention. Moreover, perceived quality has also affected customer purchase intention in a significantly positive way. Lastly, the brand association has not proven a positive and significant effect on customers’ purchase intention. When the customer is more attached to some brand, they can purchase that brand. Still, in this study, the brand association has not found a significant positive effect of brand association on customer purchase intention. All the results are consistent with previous studies. According to the outcomes, the telecom companies should invest and focus on the brand equity elements through promotional campaigns. It would be more effective in terms of an increase in sales and customer size. The paper developed a conceptual model of brand equity effect on customer purchase intention in Sargodha’s telecom market.