This study aims to investigate the role of product involvement on the relationship between price deals and brand equity in the context of brand knowledge and brand associations. This study extends the previous literature on brand equity by focusing on how a consumer perceives brand in high and low levels of product involvement. Eight hundred and twenty-six sets of questionnaires were completed and usable. The findings support the idea that the level of product involvement has a significant effect and moderates the relationship between price deals and brand equity in the mind of a consumer.

• Rachata Rungtrakulchai(Kasem Bundit University)