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Abstract
The primary goal of a company is to build and maintain the proper position of a particular brand in the consumers’ minds to influence his purchase decision. Brand equity plays an important role in to boost up the performance of a company or any business. The purpose of this study is to examine the impact of brand equity on consumer purchase intention in students of university of education Lahore, Okara campus. This study is quantitative in nature. For this purpose 100 questionnaires were distributed among the students by using probability sampling technique. Further analysis tools are regression and correlation to determine the relationship between independent and dependent variables. The results gathered were analyzed through SPSS software to get meaningful results. The results shows that brand equity influence purchase decision.

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NAEEM AKHTAR, QURAT-UL-AIN, UMER IQBAL SIDDIQI, AMNA ASHRAF, MUNIBA LATIF. (2016) Impact of a Brand Equity on Consumer Purchase Decision in L’Oreal Skincare Products, International Review of Management and Business Research, Volume 5, Issue 3.
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International Review of Management and Business Research
Volume
Volume 5
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