The Impact of Brand Equity on Baby Bath Purchase Intention: International vs. Local Brand

Abstract

This study aims to 1) Examine the purchasing behavior of baby bath products among mothers with children aged up to 9 years old 2) Assess the perceived levels of four brand equity dimensions and purchase intentions towards both international and local brands and 3) Investigate the influence of the four brand equity dimensions on purchase intentions of baby bath products, comparing international and Thai brands. This study adopted a quantitative research approach, utilizing an online questionnaire to collect data from two groups of consumers (1) mothers with children aged up to 9 years old who purchased international brands of baby bath product within the past six months (n = 200), and (2) mothers with children aged up to 9 years old who purchased Thai brands of baby bath product within the past six months (n = 200). Data were analyzed using descriptive statistics and multiple linear regression analysis. The models can predict purchase intentions of foreign and Thai brands of baby bath product at 31% and 48%, respectively.

The results reveal that 1) Mothers with prior purchase experience of international brands of baby bath product have a purchase frequency of every three months, prioritize product quality, and purchase mainly through specialized mother and baby retail stores. Meanwhile, mothers with prior purchase experience of local brands of baby bath product have a purchase frequency of once a month, emphasize product quality, and purchase primarily through department stores. 2) Perceived brand equity of international brands of baby bath product was higher than that of local brands across all four dimensions. For international brands, brand response has the highest mean, while for local brands, brand relationship scores the highest. 3) For international brands of baby bath product, three dimensions positively influence purchase intention, with brand meaning exerting the strongest effect, followed by brand response. and brand identity. For local brands of baby bath product, all four dimensions have significant positive effects on purchase intention, with brand identity having the strongest impact, followed by brand response, brand relationship and brand meaning. Therefore, marketers of baby bath products should develop marketing communication strategies that align with the brand equity dimensions prioritized by consumers across brand categories. International brands should emphasize “brand meaning” through superior quality and product performance, whereas local brands should strengthen “brand identity” by developing a distinctive brand image and enhancing brand salience that reflect an understanding of Thailand’s climate and Thai children’s skin. These strategies can enhance brand differentiation and elevate consumers’ purchase intentions.