The Impact of Brand Equity, Marketing Mix and Lifestyle on Customers’ Purchase Intention towards Luxury Swiss Brand Watches in Dubai

Abstract

This study aims to explore the impact of factors that influence Customer’s purchase intention. The three independent variables of this study are Brand Equity, Marketing Mix and Lifestyle. The dependent variable of this study is the Customer’s purchase intention. Quantitative research was used for the collection of data for this research. A total of 400 responses were collected through convenient sampling method. Online questionnaires were sent out to the respondents in Dubai. The data analysis methods used were descriptive statistics and multiple linear regression analysis. The results supported all three proposed hypotheses, showing that there is a positive relationship between the independent variables (Brand Equity, Marketing Mix and Lifestyle factors) and the dependent variable (Customer’s purchase intention) at the statistical significant level of 0.05.