Role of Brand-Equity on Consumer Purchase Intention in Electronic Goods Industry

Abstract

In the market for electronic goods, brand equity is a key factor in determining consumer buy intentions. Because it is related to the brand's long-term success, brand equity has attracted a lot of attention in the marketing concept. Brand equity is the value that a brand gives to a commodity that goes above and beyond its real advantages. A brand's distinctiveness and marketability are a result of the interaction between consumer perceptions, attitude, and beliefs about it. Consumers have access to a large choice of items with comparable features and functionalities in the fiercely competitive electronic goods market.Price premiums, customer loyalty, and purchasing decisions can all be influenced by a powerful brand with significant equity. To examine how brand equity affects customer purchase intentions in the market for electronic goods, as well as how other aspects of brand equity, such as brand recognition, marketing strategy, value perception, and brand loyalty, affect this market. Businesses can create efficient marketing plans that boost brand equity and boost sales by understanding the connection between consumer behavior and brand equity.