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A path analysis of apparel brand equity in the context of utilitarian and hedonic buying behaviors among male and female college students
1 Administrative Department, St. John Paul 11 College of Davao, Davao City, Philippines.
2 Research Department, St. John Paul 11 College of Davao, Davao City, Philippines.
Research Article
International Journal of Science and Research Archive, 2024, 12(02), 560–567.
Article DOI: 10.30574/ijsra.2024.12.2.1229
Publication history:
Received on 27 May 2024; revised on 07 July 2024; accepted on 10 July 2024
Abstract:
The internet is flooded with research on the influence of brand equity on consumer buying behavior. This paper offers a reversal of the variables wherein brand equity becomes the dependent variable and consumer buying behaviors (utilitarian and hedonic), along with sex, as the independent variables. Employing path analysis, the study delves into the dominant buying behavior of 300 graduating college male and female university students in Region XI. They are the prospective consumers of apparel products once employed in the immediate future. The study highlights the interconnectedness of utilitarian and hedonic buying behaviors in shaping the brand equity of apparel goods. Sex, on the other hand, is not a significant predictor of consumer buying behavior and brand equity.
Keywords:
Brand equity; Utilitarian buying behavior; Hedonic buying behavior; Path analysis
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Copyright © 2024 Author(s) retain the copyright of this article. This article is published under the terms of the Creative Commons Attribution Liscense 4.0
