Abstract:
The purpose of this research study was to find out the Brand Equity Antecedents that
influence the Purchase Intention of Application Based Cements in Sri Lanka based on David
Aaker‘s well-known conceptual framework. Market share of the Application Based Cement
was less in Sri Lanka even though it has variety of favorable factors to the Country. In Sri
Lanka, no sufficient researches have been carried out yet to identify, how far brand equity
antecedents influence the customers buying behavior of Application Based Cement.
Therefore present study is focused on‖ To what extent antecedents of brand equity will
influence on the buying behavior of Application Based Cements in Sri Lanka‖.
Based on a sample of 251 consumers, Regression analysis, Correlation and One Way
ANOVA was used to test hypotheses. The research reveals that brand awareness, brand
association, brand loyalty, and perceived quality have a significant influence on purchasing
intention of the Application based Cements in Sri Lanka.
The paper suggests that marketers should carefully consider the brand equity components
when designing their branding strategies. Further researcher recommended to implement new
programs and activities to improve brand equity of Application based Cements by giving
priority to overcome the main objectives of the research mainly to reduce the Co2 emission
and save the limestone for future generation.
