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All Journal International Journal of Accounting & Finance in Asia Pasific
Chin Pei Wen
Universiti Sains Malaysia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (287.685 KB) | 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 Choong Shu Ching Daisy Mui Hung Kee Dilip D Lew Ke Er Liem Gai Sin Rudresh Pandey Rupesh Sinha Somya Agarwal Theofilus Welyna Putra Yap Wen Yan