Abstract:
The purpose of the research is to examine the impact of brand equity on purchase intention on Mobile
connection service provider in Sri Lanka. For the selected sample which is from the Colombo and Gampaha
districts, 300 questionnaires were distributed and the results gathered from the respondents were analyzed in
order to get a meaningful conclusion. To accomplish these, a conceptual framework was designed and
relationships among its constructs (Brand equity, purchase intention) were hypothesized. The hypotheses
which are tested based on the brand equity and purchase intention. Therefore all the hypothesis was
accepted but the relationship between the independent variable dependent variables identified is varying.
There is a strong positive relationship between the brand awareness and perceived quality with purchase
intention. But rest of the other factor’s relationship with purchase intention is having less or moderate level
relationship. Hypotheses were tested using structural equation modeling and subgroup correlation analysis in
SPSS. Results indicated that brand equity positively influences consumer’s purchase intention.
