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.
