Effects of brand quality, brand prestige on brand purchase intention of mobile phone brands: empirical assessment from Kenya
Abstract
This study aims to empirically examine the relationship between Brand quality, brand prestige and brand
purchase intention of mobile phone brands in Kenya. A survey was used to collect data from a sample of 322
respondents. Data were analyzed by employing correlation, Analysis of Variance (ANOVA) and multiple regression
analysis. The results revealed that brand quality and brand prestige are positively associated with consumer brand
purchase intention. The generalizability of the findings is limited as the study focuses only on Kenya. Based on the
findings, companies involved in branding of mobile phones should focus on improving the usefulness of the brand
quality and prestige. The study made a contribution in terms of allowing us to understand the factors that can contribute
to the adoption of mobile phone brands
Collections
The following license files are associated with this item:
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-ShareAlike 3.0 United States
Related items
Showing items related by title, author, creator and subject.
-
Customer engagement factors in twitter hotel brand pages
Owoche, Patrick (KIBU, 2018-06-12)Twitter has been adopted by many businesses. More and more tourism organizations are using Twitter to provide various services and interact with customers. This paper seeks to identify the factors influencing customer ... -
Facebook as a hotel branding tool: dialogic based evaluation
Owoche, Patrick (KIBU, 2018-06-12)Facebook is gaining prominence as an element of hotel branding channel. At time when the hotel sector is facing various challenges. Key notable challenges are as a result of the connected consumers who are calling the shots ... -
An analysis of brand equity and its influence on customer satisfaction of a football team among female fans in public universities in Kenya
Sirai, Chebet Sylvia; Kirwa, Tecla (KIBU, 2018-06-12)The increasing competition in the business sector requires that teams that are involved in developing the brands come up with brands that consumers can easily differentiate from those of the competitors to make their brand ...