Effect of Consumer Based Brand Equity on Purchase Intention in Consumer Industries: Considering Socioeconomic Status and Gender as Moderating Effects
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This study aims to understand the potential effect of consumer based brand equity (CBBE) on purchase intention for a wide range of consumer companies. CBBE is assessed using a model based on Aaker's approach, consequently brand awareness, brand associations, perceived quality and brand loyalty are accepted as the constituents of brand equity. A survey study covering 28 different consumer brands was carried out in Turkey and 505 valid questionnaires were obtained. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Findings indicate that CBBE factors affect purchase intention of consumers and the relationships are moderated by gender.