GENERATION Y CONSUMERS AND THEIR PURCHASE INTENTION OF APPLE IPHONE X SMARTPHONES IN THAILAND
Keywords:Brand Awareness, Brand Equity, Social Value, Smartphones, Purchase Intention
This study aimed to evaluate the factors that Generation Y consumers may consider when they intend to purchase Apple iPhone X smartphones, including brand awareness, consumers’ brand identification, brand equity, product design and features, value for money and social value. Data were collected from 322 respondents by using survey questionnaires. The researchers used multiple regression analysis to test the hypotheses. The results indicated social value and brand equity were very influential factors positively related to the purchase intention of iPhone X, whereas the other factors including brand awareness, brand identification, product design and features and value for money were not found significant.
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