Published Online:June 2025
Product Name:The IUP Journal of Brand Management
Product Type:Article
Product Code:IJBRM020625
DOI:10.71329/IUPJBRM/2025.22.2.40-61
Author Name:Kiran Mishra
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:40-61
In the e-commerce (e-com) industry, a company’s brand equity (BEQ) is one of its most significant assets that needs be fostered. The paper investigates the impact of BEQ on consumers’ purchase intention (CPI), with consumer satisfaction (CS) as a mediator, on e-com platforms. Convenience sampling method and structural equation modeling (SEM) were used. 302 users of e-com platforms made up the sample. The results demonstrated that CPI is significantly impacted by CS and three dimensions of BEQ, namely, brand awareness (BA), brand association (BAS) and brand loyalty (BL), but only one dimension, i.e., perceived quality (PQ), has no significant impact on CPI. The conclusions imply that CS partially mediates the effects of BA and BAS on CPI, but it does not mediate the effects of BL and PQ on CPI. The recommendations will help e-com companies gain consumer trust, expand their consumer base, and boost client interaction.
According to Keller (2003), a brand is a label, sign, emblem or design, or a blend of them, that is used to distinguish the products and services of a single seller or set of sellers from those of other sellers in order to gain a competitive edge. Customers who have relied on a brand previously are able to meet their demands in the best manner possible and have complete faith in the quality of the item. Furthermore, it is anticipated that this procedure will raise the likelihood of repeat business.