An Empirical Studfy on the Relationship of Brand Equity to Purchase Intention: A study of branded shoes in the Kingdom of Bahrain

Abstract

The study focuses on the relationship of brand equity to purchase intention. Brand equity is evaluated with four dimensions: Brand Loyalty, Brand association, Brand recognition and Perceived quality which are considered as an independent variable within the current research while purchase intention  is the dependent variable. The goal of the present research would be to determine how the conceptualisation of brand equity impacts the customers buying desire of branded shoes amoung local students in the retail sector within the Kingdom of Bahrain. The current research design was quantitative in nature that seeks to understand the relationship among identified variables. In the current case, the correlational design seeks to demonstrate the relationship of brand equity with the purchase intention. These analytical methods are well established and used earlier in various studies previously. The outcome of the study reject all the Null hypothesis and demonstrate that attributes of brand equity are highly important for purchase intention as they help in making the right choices in accordance with the Aaker’s model that stands as a main theoretical framework of the existing study.