<Impact of Brand Equity on Intention to purchase Inward Remittance Service of Government Owned Commercial Banks of Sri Lanka: Special Reference to Foreign Blue Collar Job Holders of Sri Lanka

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.