The impact of Oppo's brand equity on purchasing intentions of Thai consumers

Abstract

Among the objective of this research are to study the brand equity and purchase intention of Oppo consumers and the relationship between brand equity and the purchase intention of Oppo consumers. The total number of participants in this study is two hundred and forty-two Thai consumers aged 18-45, who were required to complete the online questionnaire. The result portraited that, in general, Thai consumers’ perception toward the Oppo brand’s equity is positive with an average mean value (M = 3.25). There are four detentions under brand equity, esteem received the highest mean score (M = 3.4), and differentiation received the lowest score (M = 3.16). Meanwhile, the participants had a positive purchase intention toward the Oppo brand and were likely to purchase the smartphone from the brand Oppo with a mean value (M = 3.2). Regarding the correlation between brand equity and purchase intention, the result indicated that brand equity is positively related the purchase intention (r = 0.8). Furthermore, based on the result from one-way ANOVA compared the consumer’s purchase intention on Oppo smartphones with different brand preferences, age groups, and education levels. The significant level is all less than 0.05 (p < 0.05), which indicates that the Thai consumer’s purchase intentions on Oppo with different demographic backgrounds differ.