The Effects of Brand Image on Consumer Purchase Decision The Case of Foreign Franchised Fast Food Restaurants
| dc.contributor.advisor | Belayneh, Temesgen (PhD) | |
| dc.contributor.author | Tadesse, Bezawit | |
| dc.date.accessioned | 2021-01-04T06:05:22Z | |
| dc.date.accessioned | 2023-11-04T14:08:32Z | |
| dc.date.available | 2021-01-04T06:05:22Z | |
| dc.date.available | 2023-11-04T14:08:32Z | |
| dc.date.issued | 2020-06 | |
| dc.description.abstract | In todays’ competitive market environment consumers can choose from a large number of brands, both foreign and domestic. It is in this situation, the brand helps consumers make an easy decision in choosing and buying products/ services. Brand image is a powerful tool to entice customers by influencing their behavior using various strategies that would make them loyal to one brand .Thus the study was conducted with an objective to investigate the effect of brand image in customers purchase decision in the context of foreign franchise fast food restaurants. Data were collected from primary sources through questionnaire, and analyzed by both descriptive and inferential methods. The descriptive analysis was conducted by using mean and standard deviation. On the other hand, inferential analysis was conducted by using the linear regression method. The results have shown that 42.3% of the consumers' purchase decision is explained by brand image benefits. From the dimensions of brand image, symbolic brand image benefits have a strong positive relationship with the customer purchase decision at a significance level of 0.01. Experiential brand image benefits are moderately related to customers' decisions. Whereas functional brand image benefits have the least significance and negative effect on the consumers' purchase decision. Therefore, based on the findings the researcher recommends that the restaurant should strive to address this by signifying and communicating its product and service functional value to the customers resulting in resulting in creation of unique and favorable associations to functional brand image benefits | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/24525 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brand image | en_US |
| dc.subject | Purchase decision | en_US |
| dc.subject | franchised fast food restaurants | en_US |
| dc.title | The Effects of Brand Image on Consumer Purchase Decision The Case of Foreign Franchised Fast Food Restaurants | en_US |
| dc.type | Thesis | en_US |