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All Journal International Journal of Accounting & Finance in Asia Pasific
Agarwal, Somya
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Influence of Brand Equity on Consumer Purchase Decisions at Starbucks D, Dilip; Sinha, Rupesh; Wen, Chin Pei; Kee, Daisy Mui Hung; Ching, Choong Shu; Er, Lew Ke; Agarwal, Somya; Pandey, Rudresh; Putra, Theofilus Welyna; Sin, Liem Gai; Yan, Yap Wen
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 4, No 1 (2021): February 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v4i1.1031

Abstract

The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.
Co-Authors Ching, Choong Shu D, Dilip Er, Lew Ke Kee, Daisy Mui Hung Pandey, Rudresh Putra, Theofilus Welyna Sin, Liem Gai Sinha, Rupesh Wen, Chin Pei Yan, Yap Wen