The Effect of Functional Attributes and Brand Personality on Consumers’ Purchase Decision for Family Cars

How functional attributes, brand personality and brand equity affect consumers' purchase intention were examined, with survey data for two car brands "Passat" and "Mazda 6". Participants were 1 440 family car consumers across 7 cities in China. Results based on structural equation model suggest that:(1)functional attributes have positive effects on brand equity;(2)the effects of functional attributes and brand personality on purchase intention are mediated by brand equity;(3)brand equity has positive effects on purchase intention;(4)the influence of brand personality on brand equity varies with different brands.