The Effect Of Brand Equity On Consumer Purchase Intention: The Case Of Ambassador Garment And Trading Plc
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Date
2018-05-13
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Addis Ababa University
Abstract
The main aim of this study was to provide empirical evidence on the effect of Brand equity on
purchase intention of Ambassador Garment and Trading PLC in Addis Ababa. A quantitative
research approach was applied to collect data from the consumers of Ambassador Garment; in
which 384 respondents were included. The target population for this study includes consumers of
Ambassador Garment and Trading PLC in Addis Ababa. Simple random sampling technique was
employed to select the branch of Ambassador Garment where the questionnaire was distributed
by using lottery method and finally Convenience sampling was used in order to select the target
consumers from the selected branch. To accomplish this, a questionnaire survey was conducted
by taking the most important Brand equity dimensions that were identified by several
researchers from literature. For the sake of achieving the objectives of this study, questionnaires
were analyzed using descriptive and inferential analyses with the help of SPSS version 23
statistical software program. The study reveals that all Brand equity dimensions such as Brand
awareness, Brand perceived quality, Brand association and Brand loyalty have significant and
positive effects on consumers purchase intention of Ambassador Garment. The result confirms
the hypothesized relationships in the research model. Thus, marketers in the Ambassador
Garment needs to carefully consider the brand equity components when designing their branding
strategies and apply this concept in a more focused and thorough manner. Marketers are also
called on to adapt their branding approaches to fit each marketing environment and enhance
brand loyalty to reduce the shifting behavior of consumers. The paper clarifies the relationships
between the four brand equity model components and purchase intention
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Keywords
Brand Equity, Brand Awareness, Perceived Quality