The Effect Of Brand Image On Consumer Preference: The Case Of Ambassador Garment
| dc.contributor.advisor | Andualem, Getie (PhD) | |
| dc.contributor.author | Adane, Frewoini | |
| dc.date.accessioned | 2018-10-19T06:27:28Z | |
| dc.date.accessioned | 2023-11-04T14:08:22Z | |
| dc.date.available | 2018-10-19T06:27:28Z | |
| dc.date.available | 2023-11-04T14:08:22Z | |
| dc.date.issued | 2017-06-14 | |
| dc.description.abstract | Using a measurement method of brand image and consumer preference, this study aimed on investigate the effect of brand image on consumer preference; the case of Ambassador Garment. This study sought to investigate specifically, the influence of brand image on consumer preference. Moreover, all possible correlations between brand image dimension (Brand Value, Brand Characteristic and Brand Association) and consumer preference are also tested like Pearson’s Correlation and normality test. Pearson’s regression testing was made to indicate the influence of brand image on consumer preference. In the context of the study, the introduced model adopted from Aaker (1996) was tested by a questionnaire instrument with 19 items excluding the general information. The research used estimation method to select sample size of 422. A total of 364 completed copies of questionnaires were used for analysis were 58 responses remained in-appropriate responses. The research used stratified proportional sampling method with two strata’s (self-owned outlets and agent owned outlets). Moreover the research used descriptive analysis (frequency of general responses, general information of respondents, mean & standard deviation), Pearson correlation analysis, normality test and multiple regressions to explore the relationship among variables. The results suggest that, brand image variables have statistically significant relationships with consumer preference. The findings of the study indicated positive correlations with all variables with high factor loadings. Brand image has significant impact on the overall preference of the consumer according to Pearson regression test. | en_US |
| dc.identifier.uri | http://etd.aau.edu.et/handle/123456789/12941 | |
| dc.language.iso | en_US | en_US |
| dc.publisher | Addis Ababa University | en_US |
| dc.subject | Brand Image | en_US |
| dc.subject | Consumer Preference | en_US |
| dc.title | The Effect Of Brand Image On Consumer Preference: The Case Of Ambassador Garment | en_US |
| dc.type | Thesis | en_US |