Effect of Brand Equity on Youth Buying Behavior

In today’s highly competitive and dynamic marketplace, brand equity has emerged as a critical strategic asset that influences consumer perceptions and purchase decisions. With increasing product similarity and intense brand competition, marketers rely on strong brands to differentiate their offerings and build long-term consumer relationships. Youth consumers, in particular, represent a significant and influential market segment due to their purchasing power, brand consciousness, and high exposure to digital media. Understanding how brand equity affects youth buying behavior is therefore of substantial academic and managerial importance. The primary purpose of this study is to examine the impact of brand equity on youth buying behavior and to analyze the influence of its key dimensions—brand awareness, brand associations, perceived quality, and brand loyalty—on purchase decisions, brand preference, and repeat buying behavior among youth consumers. The study adopts a descriptive and analytical research design. Primary data were collected through a structured questionnaire administered to youth respondents in the age group of 18–30 years. Secondary data were sourced from academic journals, books, and credible online resources. Statistical tools such as percentage analysis, mean and standard deviation, correlation analysis, regression analysis, and reliability testing (Cronbach’s Alpha) were used for data analysis. The findings reveal that brand equity has a significant and positive impact on youth buying behavior. Among the dimensions of brand equity, perceived quality and brand awareness were found to have the strongest influence on purchase decisions, while brand loyalty showed a comparatively moderate but significant effect on repeat buying behavior. The study highlights the importance of building strong brand equity to influence youth consumers effectively. The results offer valuable implications for marketers by emphasizing the need for youth-centric branding strategies, consistent quality delivery, and effective digital and social media engagement to build sustainable brand relationships.