The Effect Of Brand Equity On Consumer Purchase Intention: The Case Of Ambassador Garment And Trading Plc
| dc.contributor.advisor | Mesfin, Tewodros (PhD) | |
| dc.contributor.author | Girma, Solomon | |
| dc.date.accessioned | 2019-04-04T07:01:42Z | |
| dc.date.accessioned | 2023-11-04T14:07:51Z | |
| dc.date.available | 2019-04-04T07:01:42Z | |
| dc.date.available | 2023-11-04T14:07:51Z | |
| dc.date.issued | 2018-05-13 | |
| dc.description.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 | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/17526 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brand Equity | en_US |
| dc.subject | Brand Awareness | en_US |
| dc.subject | Perceived Quality | en_US |
| dc.title | The Effect Of Brand Equity On Consumer Purchase Intention: The Case Of Ambassador Garment And Trading Plc | en_US |
| dc.type | Thesis | en_US |