The Effect of Brand Image on Consumer Purchase Intention (Case of Haile Hotels and Resorts)
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Date
2022-06
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Addis Ababa University
Abstract
The purpose of the research was to investigate the effect of brand image on consumer purchase intention on Haile hotels and resorts. Brand image dimensions (brand identity, brand personality, brand association, brand attitude and brand competence) were used as independent variables. Data were collected from the six branches of Haile hotels and resorts. The result of the correlation analysis of all the independent variables has significant correlation with consumer purchase intention. The result have shown 47.5% consumer purchase intention is influenced by brand image, the regression analysis were also undertaken and the result indicated that all independent variables except brand attitude have significant relationship with dependent variable. Finally, based on the result, brand image should be one of the focus areas for the company to enhance consumer purchase intention. Therefore, those marketing strategies focusing on identifying uniqueness of the brand, promotion, strengthening emotional bond with consumers, enhancing brand association to deep seated the brand in the minds of consumer and maximum use of its ability to create reliability and dependability on the brand are recommended to Haile hotels and resorts to increase its sales volume and to catch the competitive advantage.
Key words: brand image, brand identity, brand personality, brand association, brand attitude, brand competence, consumer purchase intention