Academy of Contemporary Research Journal

Service Based Brand Equity, Measure of Purchase Intention,
Mediating Role of Brand Performance

Waseem Irshad
University of Central Punjab, Pakistan

Abstract:
This research tends to explore relationship between brand equity as a whole construct comprising (brand association & brand awareness, perceived service quality and service loyalty) with purchase intention. Questionnaire has been designed from previous research settings and modified according to Pakistani context in order to ensure validity and reliability of the developed instrument. Convenience sampling comprising a sample size of 150 (non-student) has been taken in this research. Research type is causal correlational and cross sectional in nature. In order to accept or reject hypothesis correlation and regression techniques were applied. Results indicated significant and positive relationship between brand equity and purchase intention, while partial mediation has been proved for brand performance. Only three dimensions of brand equity (perceived service quality, brand association & awareness and service loyalty) have been measured. Other dimensions as brand personality have been ignored. English not being the primary language may have hampered the response rate. As far as the practical implications are concerned practitioners can get benefits from this research as the contribution of brand equity has more than 50% towards purchase intention.

Keywords: Brand Equity, Brand Performance, Purchase Intention, Service Quality, Loyalty