IMPACT OF BRAND EQUITY ON CUSTOMER‟S CHOICE DECISION: A STUDY BASED ON THE UNDERGRADUATES IN UNIVERSITIES IN COLOMBO DISTRICT

Abstract

Literature suggests that consumers purchase a brand with high brand equity.  It also suggests that consumers are willing to pay a premium price for a high equity brand. Thus, this study is designed to examine whether the undergraduates who purchase mobile telecommunication services, act as suggested by the literature and which aspects of brand equity has a greater impact on their choice. This study is descriptive nature, and the sample includes the students from national universities in the Colombo district, 2009. The measurement of the brand equity construct was developed based on the literature and validated against the data. The results of the study show that a positive association exists between consumer perceived brand equity and the brand selection. It also shows that the brand loyalty, brand image and brand Association  play a bigger role in brand equity. It suggests that marketer should direct their marketing mix elements to improve the above dimensions of the brand equity.

Key words: Brand Equity, Consumer Choice, brand loyalty, brand image, brandAssociation

For full paper: fmscresearch@sjp.ac.lk