IMPACT OF BRAND EQUITY ON LAPTOP PURCHASE INTENTION AMONG PUBLIC UNIVERSITY STUDENT

Mohamad Irfan  Mohamad Sabri; Muhamad Azrin  Nazri

doi:10.33102/iiecons.v10i1.119

Authors

Mohamad Irfan Mohamad Sabri Faculty of Economics & Muamalat, Universiti Sains Islam Malaysia (USIM), Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia
Muhamad Azrin Nazri Faculty of Economics & Muamalat, Universiti Sains Islam Malaysia (USIM), Bandar Baru Nilai, 71800 Nilai, Negeri Sembilan, Malaysia

DOI:

https://doi.org/10.33102/iiecons.v10i1.119

Keywords:

Brand Equity, Brand Awareness, Perceived Quality, Brand Loyalty, Purchase Intention

Abstract

The laptop industry is showing a growing trend in Malaysia and there are various laptop brands in the market. The impact of brand equity has greatly influenced the behavior of students in public universities toward the purchase intention of laptops. However, there is still a lack of thorough research that has been conducted to examine the brand equity and purchase intention of laptops among students of public universities in Malaysia. Thus, this study aims to investigate the relationship between the brand equity dimension which is brand awareness, brand association, perceived quality, and brand loyalty toward purchase intention of laptops among public university students by applying the Theory of Action (TRA). The results show that perceived quality and brand loyalty is significant. Meanwhile, brand awareness and brand association are insignificant. The study concludes with the discussion of research limitations and recommendation for the industry and future research.

Downloads

Download data is not yet available.

References

Al Koliby, I. S., & Rahman, M. A. (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia.

Aaker, D. (1991). Managing Brand Equity. Free Pass (Vol. 56). New York: Innova.

Beneke, J., de Sousa, S., Mbuyu, M., & Wickham, B. (2016). The effect of negative online customer reviews on brand equity and purchase intention of consumer electronics in South Africa. The International Review of Retail, Distribution and Consumer Research, 26(2), 171–201.

Department of Statistics Malaysia Official Portal. (2022). Dosm.gov.my. https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=395&bul_id=bCs4UlNSQktybTR3THZ3a0RzV2RkUT09&menu_id=amVoWU54UTl0a21NWmdhMjFMMWcyZz09

Deighton, J., Henderson, C. M., & Neslin, S. A. (1994). The effects of advertising on brand switching and repeat purchasing. Journal of marketing research, 28-43

Hal Dean, D. (2004). Evaluating potential brand associations through conjoint analysis and market simulation. Journal of product & brand management, 13(7), 506-513.

Ibrahim, I. I., Subari, K. A., Kassim, K. M., & Mohamood, S. K. B. (2013). Antecedent stirring purchase intention of Smartphone among adolescents in Perlis. International Journal of Academic Research in Business and Social Sciences, 3(12), 84.

Keller, K. L. (1993), Conceptualizing, Mea- suring and Managing Customer- Based Brand Equity. Journal of Marketing, 57(1) 1-22.

Kline, R. B. (1998). Structural equation modeling. New York: Guilford.

Nunnally, J. (1978), Psychometric Theory, McGraw Hill, New York, NY.

Singh, J., Ehrenberg, A., & Goodhardt, G. (2008). Measuring customer loyalty to product variants. International Journal of Market Research, 50(4), 513-532.

Yoo, B., Donthu, N. and Lee, S. (2000), “An examination of selected marketing mix elements and brand equity”, Journal of the Academy of Marketing Science, Vol. 28 No. 2, pp. 195-211.

Zeithaml, V.A., 1998. Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. J. Mark. 52 (3), 2–22.