The Effect of Brand extension on consumer Purchase intention (The case of DH Geda Product in Ethiopia)
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Mulatu, Simon | |
| dc.date.accessioned | 2021-01-05T07:38:36Z | |
| dc.date.accessioned | 2023-11-04T14:08:51Z | |
| dc.date.available | 2021-01-05T07:38:36Z | |
| dc.date.available | 2023-11-04T14:08:51Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | It is essential for firms to know the effects of brand extension on consumer purchase intention in order to implement it on proper and targeted way. The main objective of this study is to investigate the effect of brand extension on consumer purchase intention by taking the case of DH Geda brand products. Data were collected from customer of DH Geda brand product through survey questionnaires. A sample total of 385respondents were drawn based on Convenience sampling. From the 385 returned questionnaires 360 usable and complete questionnaires were coded to SPSS version 26.0 and analyzed through descriptive and inferential statistics to examine. Person correlation and multiple regression analysis were used to establish the relationship between the independent and dependent variables of the research. The main findings of the study were; Brand extension evaluation criteria’s namely parent name reputation, difficulty in design in new product, and brand name type have a significant impact on consumer purchase intention at level of (α ≤ 0.05). The result also indicated that reputation (β =.431, P=.000) was the most important factor influencing consumer purchase intention followed by Difficulty (β =.156 P=.000) and brand name type (b=.156 P=.000). The results of this study would help DH Geda marketers to select the types of Brand extension strategies that greatly influence the buying behavior of the respondents. Hence, this could help them in there is need for planning to become more competitive | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24573 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | DH Geda brand products | en_US |
| dc.subject | Brand extension | en_US |
| dc.subject | Parent brand Reputation | en_US |
| dc.title | The Effect of Brand extension on consumer Purchase intention (The case of DH Geda Product in Ethiopia) | en_US |
| dc.type | Thesis | en_US |