THE INFLUENCE OF BRAND EQUITY ON CONSUMERS’ PURCHASE INTENTION OF SPORT SHIRTS IN BURIRAM UNITED FOOTBALL CLUB
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Abstract
Purpose
The purpose of this research was to examine the influence of brand equity (brand awareness, perceived quality, brand association, and brand loyalty) on consumers’ purchase intention of sport shirts in Buriram United football club.
Method
This study was quantitative research by using online survey questionnaire to ask men and women aged range 18-65 years of 400 respondents who buy sport shirts of Buriram United football club (home shirt, away shirt, and third-party shirt). To measure the constructs, we modified 24-item survey questionnaire from previously developed scales. Our study conducted multiple regression by using SPSS 24.0.
Results
The results revealed that there were significantly influences of brand equity (β=0.492), brand awareness (β=0.459), perceived quality (β=0.464), brand association (β=0.758) and brand loyalty (β=0.832) on consumers’ purchase intention of sport shirts in Buriram United football club.
Conclusion
Brand equity, brand awareness, perceived quality, brand association, and brand loyalty have the influences on consumers’ purchase intention of sport shirts in Buriram United football club. Our findings appear to be advantage for managers to perform marketing strategies and to increase their revenues and profits.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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