Impact of Brand Name on Buyer’s Decision towards cell phone with special reference to Bharuch District

Abstract

This study aimed to examine the effect of brand equity dimensions measuring the impact of brand equity on purchase intension of smart phones. Descriptive and causal research design was used for the study. Structured questionnaires were administered for collecting data. Structured equation modeling was applied for validating the proposed model and measuring the influence of brand equity dimensions on purchase intentions of smart phones..