The Effect Of Brand Equity Of Assembled Automobiles On Consumer Purchase Intention; An Empirical Study Of The Automotive Industry In Ethiopia
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Date
2019-06
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Addis Ababa University
Abstract
The study was aimed to measure the effect of brand equity of Ethiopian assembled cars on purchase intention by utilizing Aaker’s customer based brand equity model. Four dimensions (brand awareness, brand association, perceived quality & brand loyality) used in order to conduct the study. Quantitative research design implemented, where descriptive and explanatory research approach was applied. A sample of 387 respondents who has intention for purchase of automobile were selected by a convenience sampling method and data was collected through a survey questionnaire intending to identify respondents purchase intention of assembled automobiles in Ethiopia. The results of correlation analysis demonstrate that all the predictors of purchase intention considered in this study had a positive significant relationship with purchase intentioin as well as within themselves at significance level of 0.01. The results of multiple regression analysis discovered that the three dimensions (brand loyalty, brand association and brand awarness) have a positive & significant influence on purchase intention while the influence of perceived quality on purchase intention was found to be significant but negative. Among independent variables, brand loyalty had the strongest positive significant influence on purchase intention of assembled automobiles followed by brand association & brand awarness. Thus, it recomended to increase brand loyalty first inline with improving confidence of customers to perceive quality of assembled automobiles to be at higher level so that the overall marketing performance to be enhanced positively
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Keywords
Assembled automobile, brand equity, purchase intention