Brands and consumer behavior

• Chih-Chung Chen

  Aletheia University

• Ping-Kuo Chen

  Aletheia University

• Chiung-En Huang

  Aletheia University

In this research, on the basis of a review of the literature on brand image, brand equity, involvement, and purchase intention, we developed a questionnaire to explore the correlation of brand image and brand equity with consumer purchase intention. Respondents were university students in Taiwan. After analysis with SPSS, the following results were found: brand image significantly affected brand equity, brand equity significantly affected purchase intention, and brand image significantly affected purchase intention, but involvement showed no significant effect across all dimensions.

1. Chih-Chung Chen, Aletheia University
   Department of Knowledge Management
2. Ping-Kuo Chen, Aletheia University
   Department of Industrial and Business Management
3. Chiung-En Huang, Aletheia University
   Department of Knowledge Management

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