EXPLORING THE IMPACT OF BRAND EQUITY ON CONSUMER PURCHASE INTENTION: A CASE STUDY OF GUILIN’S ECONOMIC FRUITS

Abstract

This study aims to explore the impact of key dimensions of brand equity—brand awareness, perceived quality, brand associations, and brand loyalty—on the purchase intentions of consumers of economic fruits in Guilin, China. Through a survey of 400 consumers in Guilin, the study analyzes the comprehensive influence of these dimensions on purchase intentions. The results indicate that brand awareness, perceived quality, brand associations, and brand loyalty all have significant positive effects on consumer purchase intentions. Additionally, consumer personal traits and socio-cultural background play important mediating roles between brand loyalty and purchase intentions. This research provides theoretical support for marketing strategies to enhance brand competitiveness in Guilin’s economic fruit industry.