Impact of Brand Equity on Purchase Intention and Development, Brand Preference and Customer Willingness to Pay Higher Prices

Abstract

This study presents a conceptual model that was designed by Bill and colleagues, and at the same time evaluates the creation of brand equity (perceived quality, brand awareness / brand associations, brand loyalty) and the effects on consumer responses (purchase intent, brand extension, willingness to pay a higher price, brand preference). Data collection was conducted using simple randomized method, data was collected from the stores and customers of Sony. Sampling was conducted using convenient method, with sample size being 384. Standardized questionnaire was used, whose validity was tested using content and construct validity test, and it reliability was tested using Cronbach's alpha method. This was an applied research in terms of objective, a survey one in terms of data collected, and a correlation one in terms of relationship between variables. The results from test of hypotheses using LISREL (linear structural relations) and SPSS suggested that perceived quality had an effect of creation of brand equity, and brand equity had the highest effect on purchase intent.

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