Mediating role of perceived quality in the association between brand equity and consumer purchase intention of fast-moving consumer goods in Chattogram metropolitan city

Brand equity and consumer purchase intention

Abstract

The study aims to investigate whether perceived quality mediates the relationship between brand equity components and consumer purchase intention of fast-moving consumer goods (FMCG), specifically shampoo, in Chattogram Metropolitan City. The study used primary data collected through a structured closed-ended questionnaire. The survey targeted 375 shampoo consumers in Chattogram Metropolitan City, Bangladesh between January and March 2024, and used purposive sampling to ensure responses from relevant consumers. The study employed quantitative and explanatory research methods, and structural equation modeling (SEM) to analyze how perceived quality mediates brand equity components of purchase intentions. The data were analyzed using principal component analysis (PCA), factor analysis, and confirmatory factor analysis (CFA) to ensure reliability. Cronbach’s Alpha validated internal consistency, and SEM was conducted via IBM SPSS AMOS 22, with model validity assessed through Chi-square/df, CFI, IFI, TLI, NFI, RFI and RMSEA fit indices. The study’s results exhibited that brand awareness, brand association, and packaging positively influence purchase intention both directly and through perceived quality. However, celebrity endorsement did not significantly mediate purchase intention through perceived quality, suggesting that while endorsements can draw attention, they do not necessarily enhance consumers’ perceptions of product quality.

IIUC Business Review, Vol.-13, Issue-1, December 2024, pp. 33-58