The Impact of Brand Equity on Purchase Intensions with Modertaing Role of Subjective Norms

Abstract

During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity dimensions. Therefore, this study aims to contribute to the existing body of knowledge by investigates the impact of brand equity, on consumers' brand purchase intention. We propose that subjective norms play a moderating role in this relationship. The data were gathered from 197 respondents from the twin cities of Pakistan: Islamabad and Rawalpindi. Results make known that subjective norms are found to positively moderate the relationship between brand equity and consumers' brand purchase intention. The study findings support for the hypotheses. Some managerial implications for retailer were also discussed.