Perceived Brand Equity and Brand Image Affecting Purchase Intention of MITH Perfume

Abstract

          The objectives of the study were to study 1) the perceived brand equity affecting purchase Intention of MITH perfume and 2) the perceived brand image affecting purchase Intention of MITH perfume. This study employed a quantitative research methodology with a survey research format, collecting data through online questionnaires from the Thailand Fragrance Lover group on Facebook, with a sample size of 400. Non-probability convenience sampling was applied to select sample. Data analysis included descriptive statistics such as frequency, percentage, mean, and standard deviation, along with inferential statistics such as multiple regression analysis, with statistical significance at the 0.05 level.                                                                             The study found that most of the sample group was females with bachelor's degrees, single, employed in private companies, and earning an average monthly income ranging from 25,000 to 35,000 baht. Results from hypothesis testing showed that 1) the perceived brand equity affecting purchase intention of MITH perfume with the most influential factor being brand awareness (β=0.246, p<0.05), followed by brand perceived quality (β=0.221, p<0.05), brand association (β=0.179, p<0.05), and brand loyalty (β=0.115, p<0.05), respectively. Additionally, 2) the perceived brand image affecting purchase intention of MITH perfume, with the most influential factor being attribute (β=0.414, p<0.05), followed by attitude (β=0.240, p<0.05), and benefit (β=0.194, p<0.05), respectively.