The Relationship between Brand Equity and Consumer Willingness to Purchase-A Case Study of POPMART Blind Box
- Author Yahui Rao
- Co-Author Muhammad Zaffwan Idris, Haoyu Jing
- DOI https://ww
- Country : Malaysia
- Subject : Art
Keywords : POPMART, blind box, brand equity, willingness to purchase, customers.
Abstract
Recently, blind boxes have seen rising popularity, with POPMART blind box products standing out among the various brands. This study seeks to examine whether there is a relationship between brand equity and consumer willingness to purchase. This study utilizes quantitative research approach, the researcher conducted a questionnaire survey on 238 blind box consumers between the ages of 18-25 through cross-sectional sampling. And the data collected was analyzed using Smart-PLS tool (PLS SEM). The results indicate a strong relationship between the four dimensions of BAV theory, as assessed by Khan's brand equity tool, and the customers' willingness to purchase.
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