THE RELATIONSHIP BETWEEN BRAND EQUITY, PRODUCT ATTRIBUTES AND PURCHASE INTENTION: A STUDY OF SONY DIGITAL CAMERAS IN BANGKOK

Abstract

This study examined the relationship between brand equity, product attributes and consumers purchase intention toward Sony Cyber-Shot digital cameras in Bangkok. The researchers used four elements ofbrand equity (brand awareness, brand association, perceived quality, and brand loyalty) to study the relationship towardpurchase intention. Product attributesfor this study were durability, CCD resolution, memory card capacity, easy to use, zoom distance, compatibility, size, design, and video recordfunction.

Data was collected from 400 respondents in 5 locations throughout Bangkok. Through the Spearman 's Rho correlation coefficient analysis, it was found that (l) the relationship between brand equity (brand awareness, brand association, perceived quality, brand loyalty) and purchase intention was significant andpositive and (2) the relationship between product attributes andpurchase intention was also significant and positive.