The impact of brand equity on customer's purchase intention – Taking perceived value as a moderating variable

Abstract

Brand equity is an important source for corporations to maintain their competitive advantages and earnings. Corporations need to not only offer the best customer service but also cultivate the customer's purchase intention. Preserving customer's purchase intention will help corporations to increase profitability and to maintain competitive advantage. This study is to investigate the impact of brand equity on customer's purchase intention through aspects including brand equity, customer's purchase intention and perceived value. This study explores the impact of brand equity on customer's purchase intention with perceived value as the moderating variable. 260 questionnaires are issued.With exclusion of ineffective and incomplete questionnaires, the total number of effective questionnaires reaches 188, representing an effective response rate of 72%. For data analysis, statistical analyses including factor analysis, correlation analysis and hierarchical regression analysis are conducted with SPSS software. Research findings are as follows: 1. The brand equity has significant positive influence on customer's purchase intention; 2. The perceived value has significant positive influence on brand equity; 3. The perceived value has significant positive influence on customer's purchase intention; 4. The impact of brand equity on customer's purchase intention is significantly interfered by perceived value.