The inclination to buy a product—whether now or later—is referred to as purchase intention. The paper analyzes the impact of brand equity on purchase intention in the context of purchasing home appliances. Data was obtained from 650 respondents in Chennai, who were identified through a stratified random sampling. The methods used for analysis were—mean, standard deviation and multiple regression. The most important finding is that four of the five dimensions of brand equity, i.e., brand association, perceived quality, brand trust and brand loyalty, significantly influence purchase intent in the case of home appliances. In particular, perceived quality and brand loyalty have the strongest influence.

Home appliances are relatively expensive and involve considerable planning, information gathering and evaluation of alternatives before arriving at a purchase decision. One of the factors that influences Purchase Intention (PI) is brand equity. While most studies on brand equity and PI focus on consumer nondurables, this study analyzes the impact of brand equity on PI in the context of consumer durables, i.e., home appliances. The findings are based on a field survey conducted among consumers in Chennai.

Brand Management Journal, Purchase Intention (PI), Brand Awareness (BAW), Brand Association (BAS), Perceived Quality (PQ), Brand Trust (BT), Brand Loyalty (BL), Impact, Brand Equity, Purchase Intention, Home Appliances.