Impact of brand equity on purchase intentions buying food products in Lithuania

Abstract

Increasing significance of brand equity encouragesto analysebrand equity concept,its dimensions,and their impact on purchase intentions.Understanding why customers are willing to purchase certain food brands can help both retailers, and food product’s manufacturers build brands and compete in the market. Thus, theaimof this research is to evaluate the impact of brand equity dimensions on purchaseintentionsbuying food products in Lithuania.Research methods: literature analysis, comparative, systematic analysis, questionnaire survey as aquantitative method, data analysis, regression analysis wasused to achieve the aim. Results indicate that brand awareness doesn’t have significant impact on purchase intentions buying food productsin Lithuania. Brand image, perceived quality and brand trust are deeply associated with purchase intentions buying food productsin Lithuaniaand influence purchase intentions in a given order by their impact.