The Moderating Effects of Social Media Marketing on Relationship of Customer Based Brand Equity (CBBE) and Customer Purchase Intention (CPI)

Abstract

Assessing the strength of Brand Equity is the main objective of Marketing Research. Brand equity is the phenomenon which brings value to the brand directly or indirectly and helps in promoting it in the target market. Various academicians have propounded brand equity in two different perspectives: financial based and customer based. From the financial point of view, brand equity is measured and evaluated according to the market value of a company’s asset. From customer’s perspective, brand equity is assessed according to the consumer’s response to a brand and its specifications. The research paper is an attempt to study the five dimensions of Customer Based Brand Equity (CBBE) i.e. Brand Association, Brand Awareness, Brand Image, Brand Loyalty & Perceived Quality and their impact on consumer purchase intention. The moderating effect of Social Media marketing was analyzed in the relationship of Brand equity and customer purchase intention. The study is undertaken on Generation-Z who are buying branded apparels. The Structural Equation Modelling (SEM) is used for analyzing the hypotheses.