Impact of Brand Equity on Purchase Intention: A Gender- and Age-Differentiated Analysis in Ceramics Import
DOI:
https://doi.org/10.26439/pjm2025.n002.7822Keywords:
brand association, indicators, brand equity, perceived quality, brand awareness, purchase intention, brand loyaltyAbstract
Objective: This study aims to determine the relationship between brand equity and consumers’
purchase intention, considering four key dimensions: brand awareness, brand association,
perceived quality, and brand loyalty in the case of Ceramics Import. Methodology: The research
followed a quantitative approach with a cross-sectional, non-experimental design. Data were
collected through surveys administered to a sample of 450 customers of the company, selected
using non-probability convenience sampling. Data analysis was conducted using SPSS software
(version 27) along with multiple linear correlation and regression analyses to assess the
relationship between the variables. Results: The findings highlight the importance of building
and maintaining strong brand equity as a key factor in influencing consumer purchase decisions.
The strongest correlation was observed between overall brand equity and purchase intention
(r = .573). Gender-based analysis revealed that brand awareness and brand association are
significant predictors for both men and women. Age-based segmentation further indicates
that brand association is significant across all age groups, and exerts greater influence among
consumers over forty-five years old. Conclusion: Brand association and overall brand equity
emerge as the main predictors of purchase intention, showing consistent effects regardless
of gender or age. Originality / value: This study provides valuable empirical evidence for the
development of marketing strategies aimed at strengthening brand positioning and consumer
preference, thereby supporting more effective decision-making in competitive contexts.
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