Effect Of Brand Equity Dimensions On Consumer Purchase Intention: The Case Of Malt Brands In Addis Ababa
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Date
2020-07
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Addis Ababa University
Abstract
The study was aimed to measure the effect of brand equity of Malt Brands on purchase intention by utilizing Aaker’s customer-based brand equity model. Four dimensions namely brand awareness, brand association, perceived quality & brand loyalty were used in order to conduct the study. Quantitative research design was implemented, where descriptive and explanatory research approach was applied. A sample of 371 respondents who had intention for purchase of malt beverages were selected by a convenience sampling method and data was collected through a survey questionnaire disseminated through Online survey tool intending to identify respondents purchase intention of malt brands in Addis Ababa. The results of correlation analysis demonstrate that all the predictors of purchase intention considered in this study had a positive significant relationship with purchase intention as well as within themselves at significance level of 0.01. The results of multiple regression analysis discovered that the four dimensions (brand awareness, brand loyalty, perceived quality and brand association) have a positive & significant influence on purchase intention. To build strong brand for malt beverages, it is recommended to work on consumer’s perception of the quality of the product and having customer loyalty programs that can change the perception of the consumers
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Keywords
Malt Brands, brand equity, purchase intention