The objective of this field study was to examine the effect of brand
name dimensions, namely; brand perceived price, brand perceived
quality on purchase decision. The field research was carried out
on university youth in Syria. Aimed the research
was to
understand the most influential brand name dimensions on
purchase decision. Based on brand name literature, previous
empirical and conceptual studies, a self-administered
questionnaire was developed as a primary data collection method.
The questionnaire instrument was distributed and delivered to a
convenience sample (800 students) of Al-Furat university.
Descriptive statistics, simple and multiple regression analysis
techniques were employed to test the research model and
hypotheses. Empirical findings revealed a positive and significant
impact of brand name dimensions (brand perceived price, brand
perceived quality) on purchase decision of youth university.
