Impact of Brand Equity on Purchase Intention of Smart Phones

This study aimed to examine the effect of brand equity dimensions measuring the impact ofbrand equity on purchase intension of smart phones in Kathmandu. Descriptive and causalresearch design was used for the study. Structured questionnaires were administered forcollecting data. Structured equation modeling was applied for validating the proposed modeland measuring the influence of brand equity dimensions on purchase intentions of smartphones. Independent sample t-test and ANOVA was used to test the effect of moderatingvariables on purchase intention. The research fount brand loyalty and brand awareness werethe influential factors for purchase intention of smart phones. Females performed significantlymore than males in purchase intention. Qualification had no significant differences onpurchase intention of smart phones. The findings of this study add values to the literature andits applicability of brand equity, brand awareness and purchase intensions which helps toformulate polices and strategies.