The Impact of Brand equity on Product purchase intention A Field Study on The Consumers of mobile phone companies products in Damascus""

Abstract

The study aims to assess some of the factors of building brand equity they are (loyalty and brand awareness to determine the effect of them on the purchase intention of the product, by using a field study on the consumers of mobile phone companies in Damascus as the research community, relying on the questionnaire as a tool to collect data.

The research chooses a random sample of the research community to answer the questionnaire. Structural equation modeling and statistical analysis were used to test the model and hypothesis using Statistical Package for Social Sciences SPSS v.23.

The results of this research indicated positive statistically significant relationship between brand equity and purchase intention of the brand. The value of R² conclude that 62.2% of changing in purchase intention of the  brand products of the mobile phone companies in the city of Damascus is related to the brand equity of the brand of these companies (brand awareness and loyalty). Brand equity is positively correlated with product purchase intention, as customers will buy a familiar and well-known product.