BRAND EQUITY AFFECTING PURCHASE INTENTION OF CONSUMERS IN BANGKOK TO SPORT SHOE BRAND

Abstract

This research is a descriptive study of the relationship between the factors determining brand equity and brand equity, and the relationship between brand equity and purchase intention of consumers in Bangkok to sport shoe brand. The population is the group of consumers purchasing or having purchased sport shoes with age range of 18-60 years and living in Bangkok. A sample of 400 respondents was made by stratified quota sampling at separation from the levels of age and purposive sampling determining occupations. The data were collected through questionnaire with reliability coefficient of 0.946 and analyzed with statistical method of multiple regression. The finding indicates a significant relationship between the two factors of Brand Association (X1) and Brand Loyalty (X2) and Brand Equity (Sig.= .024 และ Sig.=.000 at statistically significant level of 0.05). The resulting linear relationship is Y = 0.309 + 0.146X1 + 0.748X2.  This indicates the positive influence of Brand Association and Brand Loyalty on the Brand Equity of the product.  The Purchase Intention was also found to be positively linked to the Brand Equity as implied by the resulting linear regression being Y = 1.419 + 0.616X1             (Sig. = .000 at statistically significant level of 0.05).