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Brand Equity & Consumer Purchase Intention: A Study based on Life Buoy
Soap

Conference Paper · October 2017

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2 authors:

Sudath Weerasiri Yashodhara Hennayake

University of Kelaniya Gampaha Wickramarachchi University of Indigenous Medicine
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 2nd Interdisciplinary Conference of Management Researchers
Empowering Sustainable Tourism, Organizational Management and Our Environment
19th – 21st October 2017 – Sabaragamuwa University of Sri Lanka

Brand Equity & Consumer Purchase Intention:

A Study based on Life Buoy Soap
RAS Weerasiri1, HMGYJ Hennayake2
1,2Department of Marketing Management, University of Kelaniya

The primary objective of this study is to provide a better understanding of how brand equity could impact
on purchase intention with special reference to lifebuoy soap brand. Brand Equity helps to develop
competitive advantage for any product or service. The proper understanding of the concept of Brand
Equity provides not only more information to develop strategies towards customers, but also, developing
Brand Equity is the key to increase the financial gain to the company.

A deductive approach was employed to construct the conceptual framework and accordingly hypotheses
were formed. Survey method was followed to gather primary data by selecting 100 lifebuoy soap
consumers around Colombo District. The data was analyzed using descriptive analysis and multiple
regression models.

The findings revealed that brand equity dimensions have been impact on purchase intention on lifebuoy
soap. Among them brand loyalty, perceived quality and brand awareness have a significant impact on
purchase intention on life buoy soap whereas Brand Association found to be not very significant
compared to other variables.

Keywords: Brand Equity, Brand Association, Perceived Quality, Brand Quality, Purchase Intention

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