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Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

Author

Listed:
  • Hayat M. Awan
  • Zara Hayat
  • Sahar Hayat
  • Rafia Faiz

Abstract

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

Suggested Citation

  • Hayat M. Awan & Zara Hayat & Sahar Hayat & Rafia Faiz, 2020. "Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 6(1), pages 23-42, March.
    • Handle: RePEc:src:jbsree:v:6:y:2020:i:1:p:23-42
    DOI: http://doi.org/10.26710/jbsee.v6i1.1023
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