IMPACT OF BRAND EQUITY ON LAPTOP PURCHASE INTENTION AMONG PUBLIC UNIVERSITY STUDENT

Abstract

The laptop industry is showing a growing trend in Malaysia and there are various laptop brands in the market. The impact of brand equity has greatly influenced the behavior of students in public universities toward the purchase intention of laptops. However, there is still a lack of thorough research that has been conducted to examine the brand equity and purchase intention of laptops among students of public universities in Malaysia. Thus, this study aims to investigate the relationship between the brand equity dimension which is brand awareness, brand association, perceived quality, and brand loyalty toward purchase intention of laptops among public university students by applying the Theory of Action (TRA). The results show that perceived quality and brand loyalty is significant. Meanwhile, brand awareness and brand association are insignificant. The study concludes with the discussion of research limitations and recommendation for the industry and future research.