Comparison of Brand and Retailer Equity Regarding Purchase Intentions of Customers in Turkish Automotive Sector

Several studies attempted to investigate brand equity and retailer equity regarding their relationship with the purchase intentions of customers. However, there is little research that studied both concepts in one single study. The first aim of the study is to investigate the relationship between brand equity and purchase intentions of customers; retailer equity and purchase intentions of customers. The second aim is to test the moderating effects of perceived advertising spending and retailer equity regarding the impact of brand equity on purchase intentions. Data were collected from Turkish customers. Results indicated the positive effect of brand and retailer equity on purchase intentions where the effect of brand equity was stronger. There were no moderating effects of retailer equity and perceived advertising spending regarding the impact of brand equity on purchase intentions. The most important findings were that brand equity and retailer equity have considerable and positive effects on the purchase intentions of customers; however, they act independently from each other.