INFLUENCE OF BRAND EQUITY DIMENSIONS ON CUSTOMER PURCHASE INTENTION – AN EMPIRICAL STUDY IN INDIAN INSURANCE INDUSTRY

In today's competitive business environment, the concept of brand equity is an important source of strategic intelligence for marketers. High brand equity levels are known to affect consumer preferences and purchase intentions. One of the reasons for the importance of the concept of brand equity is it creates value for both customers and the company and for our customers, and therefore, marketer can achieve competitive advantage using brand equity. When the people started realizing the importance of life security, it leads to the investment in insurance. Now the insurance industry was grown up all over the country which leads to competition. Strong, positive customer-based brand equity has a significant influence on the financial performance of the firms. Competition urges the organization to build brand equity among its customers for repeat purchases. This paper analyses the significant relationship between the brand equity dimensions on customer purchase intention.