The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry

: null The paper aims to investigate the effect of brand equity dimensions on purchase intention, based on Aaker’s well-known conceptual framework in the automobile industry. Building on extensive literature, a model of consumers’ purchase intention that includes the major determinants of brand equity model is proposed. Based on a sample of 242 consumers, structural equation modeling is used to test hypotheses. The research reveals that brand...