Abstract:
The study was conducted to evaluate the impact of brand equity dimensions of brand awareness, brand associations, perceived quality, and brand loyalty on repurchase intention of soft drinks by adolescents. Even though adolescents are treated as an important customer category in terms of heavy consumption, the consumer behavior of adolescents has not been well-addressed. Accordingly, the soft drinks consumption behavior of adolescents was evaluated as it is one of the items that have the highest consumption by adolescents. A survey was conducted using a self-administered structured questionnaire to collect data from a sample of 400 adolescents. Structural equation modeling technique was employed to validate the model and test the hypotheses. The results reveal that brand associations, brand loyalty, and perceived quality have a significant impact on the repurchase intention of soft drinks by adolescents, while brand awareness is non-significant on repurchase intention. The results specify that brand associations have the highest significant impact on repurchase intention. The results also indicate that adolescents are brand loyal customers, and brand loyalty plays an imperative role in determining the purchase intention of soft drink brands. Although the public interest in quality attributes of soft drinks is rather negative, adolescents have a favorable perception towards quality attributes that significantly impact repurchase intention.
