GM (1, N) analysis of brand equity on purchase intention of creative products

Creative products have become increasingly important in global market. Creating customer value to encourage consumers to pay for these innovative products is the kernel motivation of consumption. Creative value embedded in new products and conveyed to consumers is the dynamo of purchase intention. Brand equity implies a benefit to products or services for consumers. This study aims to explore the effect of consumers' perception of brand equity on purchase intention of creative products. GM (1, N) was used to determine the ranking of factors of consumers' perceptions of brand equity by analyze survey data. As the findings showed, consumers perceived truth worthiness embedded in a brand product has more inclination to purchase it than those perceived other attributes. it is suggested that the creative products should be promoted by reasonable marketing strategies to emphasize their intrinsic attributes, especially perceived truth worthiness to attract customers.