IMPACT OF BRAND EQUITY ON PURCHASE INTENTIONS BUYING FOOD PRODUCTS IN LITHUANIA

Abstract

Increasing significance of brand equity encourages to analyse brand equity concept, its dimensions, and their impact on purchase intentions. Understanding why customers are willing to purchase certain food brands can help both retailers, and food product’s manufacturers build brands and compete in the market. Thus, the aim of this research is to evaluate the impact of brand equity dimensions on purchase intentions buying food products in Lithuania. Research methods: literature analysis, comparative, systematic analysis, questionnaire survey as a quantitative method, data analysis, regression analysis was used to achieve the aim. Results indicate that brand awareness doesn’t have significant impact on purchase intentions buying food products in Lithuania. Brand image, perceived quality and brand trust are deeply associated with purchase intentions buying food products in Lithuania and influence purchase intentions in a given order by their impact.

Keywords: brand awareness, brand equity, brand equity dimensions, brand image, brand trust, perceived quality, purchase intentions.

JEL codes: M31, M11, Q02, L66