The impact of brand equity on purchasing behavior An empirical investigation of Chinese consumers behavior in automotive industry

This dissertation is to measure the brand equity on purchasing behavior. It concentrates on Chinese automotive industry. The aim is to find out which dimension has the most significant effects on purchase decision in that market. Literature review describes the brand equity and its four dimensions (brand awareness, brand association, perceived quality and brand loyalty) and purchase intention. Due to the descriptions, the researcher conducts some factors to measure each dimension and link the dimensions with purchase intention. The conceptual framework is proposed based on literature review. Then, the researcher utilizes the survey research to collect quantitative data to analyse four dimensions and their relationship with purchase intention. The findings will used to testify the conceptual framework; furthermore, the discussion section about reliability and validity of findings will be strengthened based on the previous theory or assumptions in academia. Finally, researcher proposes some recommendation for automotive manufactures to build strong brand equity based on increasing brand awareness, strengthening brand association, developing perceived quality and maintain brand loyalty so that to strengthen purchase intention