Effect of Brand Equity on Consumer Purchase Intention: The Case of Ethiopian Leather Footwear industry
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Date
2016-06
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Addis Ababa University
Abstract
The main aim of this research was to examine the effect of brand equity on purchase intention in Ethiopia leather footwear industry. The study Mainly used quantitative technique in which 361 respondents from Addis Ababa were included. This respondent were selected by first using stratified sampling to proportionally allocate the sample of respondents to each brand for the study and Convenience sampling was also used in order to select the target customers of the four shoe brands shops. Qualitative information were also used in which an interview was made to marketing managers of sample four footwear producers engaged both in domestic and international markets. The data collected from the questionnaire were analyzed using Statistical tools such as mean, standard deviation, correlation, and multiple regression. The result of the study shows that among the four variables brand association and perceived quality have positive significant impact on purchase intention while brand awareness and brand loyalty don’t. The highest impact on consumer purchasing intention refers to brand association
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Keywords
Brand Equity, Brand Awareness, Brand Association