Abstract:
1.Abstract
The aim of this study was to investigate the impact of brand equity on the intention to
purchase inward remittance services of government owned commercial banks by the
foreign blue collar job holders of Sri Lanka. Primary data gathered though a survey from
210 foreign blue collar job holders of Sri Lanka based on Stratified random sampling
method. The main research instrument was a questionnaire which consisted of seven
point Likert scale of measurement. Data were analysed though Descriptive Analysis,
Multiple Linear Regression Analysis and Stepwise Regression Models. The findings of
the research revealed that brand equity impact significantly and positively on the
intention to purchase inward remittance service of government owned commercial banks
by the foreign blue collar job holders of Sri Lanka. Brand Loyalty, Brand Awareness,
Brand Association and Perceived Quality have significant and positive impact on the
intention to use inward remittance services of government owned commercial banks by
the foreign blue collar job holders of Sri Lanka who remit money to Sri Lanka.
