Himalaya Ban
Ajou University, South KoreaPresentation Title:
How brand equity factors shapes smartphone purchase intentions among Millennials in Nepal
Abstract
This study examines the factors influencing smartphone purchase intentions among millennials, focusing on key elements of brand equity—brand awareness, brand loyalty, and perceived quality—and their mediating roles. Based on data from 197 respondents and analyzed using structural equation modeling, the findings reveal that brand loyalty is the most significant predictor of purchase intention, followed by brand awareness and perceived quality. Brand loyalty mediates the relationship between both perceived quality and brand awareness with purchase intention, while perceived quality also mediates the link between brand awareness and purchase intention. Furthermore, a significant serial mediation effect is observed, where perceived quality and brand loyalty jointly influence the relationship between brand awareness and purchase intention. The study supports Aaker’s Brand Equity Model and offers meaningful theoretical insights and practical implications for marketers aiming to enhance brand-driven purchase behavior among millennials.
Biography
Himalaya Ban is a PHD candidate at Ajou University, South Korea. His research interest lies in Consumer Behavior and Digital Marketing.
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