The relationship between price deals, perceived quality, and brand equity for a high involvement product

Abstract

This study aimed to investigate the impact of price deals and perceived quality on the brand equity in the context of brand knowledge and brand associations. This study extends the previous literature on brand equity by focusing on how a consumer perceives brand in high involvement products. Eighteen face-to-face interviews were conducted to identify the product category for a high involvement product. Three hundreds and eighty-six sets of questionnaires were usable and completed. The findings supported that price deals and perceived quality are important factors which create the associations that consumers make with a brand in order to create brand equity