Brand Equity and Consumer Behaviour Among Selected Outlets of Telecommunication Companies in Kenya (Published)
In today’s contemporary marketplace, competition has become so high to an extent that every firm is focusing on differentiating its service and product offerings from its competitors. This product and service differentiation makes firms to have unique features in their brand. Against this background, this study seeked to assess the issue of brand equity and consumer behaviour among selected telecommunication outlets in the North Rift region of Kenya. The aim of the study was to address the following research questions; What influence does brand loyalty have on consumer behaviour among telecommunication companies in the North Rift region of Kenya? How does brand association influence consumer behaviour in the telecommunication industry in North Rift region of Kenya? What influence does brand awareness have on consumer behaviour among telecommunication outlets in North Rift region in Kenya? Does perceived quality influence consumer behaviour among telecommunication outlets selected in the North Rift region? Given these research questions, the study was anchored on a Consumer-Based Brand Equity (CBBE) theory. A descriptive survey design was adopted which targeted about 22,510761 customers visiting the selected telecommunication outlets in the region. To collect information effectively, The study utilized a stratified sampling technique, which selected 384 participants. Using questionnaire, data was collected from the respondents who gave insights on the study’s research questions. The data was analysed in Spss program to determine the relationship between dependent and independent variables. sing simple and multiple linear regression analysis, the study found that the four components of brand equity have a significant relationship with consumer behaviour.
Keywords: Brand Equity, Brand awareness, and perceived quality, brand association, brand loyalty
Assessing the Role of Advertising and Sales Promotion on Brand Equity (Published)
The study investigates the role of advertising and sales promotion on brand equity. An identical number of questionnaires were administered for the study of which 269 were accurately completed and returned. Descriptive analysis was carried out and the Statistical Package for Social Science was used to test the study’s hypothesis. Structural equation modelling (SEM) has been used to test the measurement and structural models. Advertising spends has a positive effect on brand loyalty and perceived quality and which are significant. More so, the advertising spends has a positive effect on band association, but insignificant. On the contrary, the advertising spends showed a negative effect on the perceived quality. Likewise, Attitudes toward advertisements have a negative effect on perceived quality, brand awareness and brand loyalty and significant. However, the Attitudes toward advertisements had a positive effect on brand association and significant. Monetary promotions have a positive effect on perceived quality and brand loyalty and significant. Also, monetary promotions had a negative association with brand association and brand awareness and significant. There is a positive effect of non-monetary promotions on brand associations and brand awareness and significant. However, non-monetary promotions positively influence perceived quality and brand loyalty but not significant.
Keywords: Angola, Brand Equity, LG, Sales Promotion.
A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry (Published)
This paper aims to explore the key branding strategies influencing the young customers of Pakistan to buy a new domestic new luxury apparel brand and results in strong brand equity. Further, the current study also provides an in depth understanding between the old and new luxury branding. This study has employed quantitative research analysis with the help of a deductive approach. For collecting quantitative data, Likert Scale Based questionnaire were distributed among 125 young customers who had experience of buying domestic new luxury apparel brand in Pakistan. The results of this study depict that branding strategies like store image, brand elements, influencers and web advertising have positive effects on brand equity as it influences young consumer to buy a domestic new luxury apparel in Pakistan. The study is limited to young consumers of Karachi, Pakistan. Marketers have adopted different strategies for attracting the customers towards their products and to develop strong brand equity. With the emergence of new luxury, brands are experimenting various strategies to attract young consumers. In Pakistan, few studies have investigated traditional luxury however, no studies were conducted in terms of new luxury. This study has revealed four branding strategies influencing young consumers in Pakistan to buy a domestic new luxury apparel and also building strong brand equity for apparel brands.
Keywords: Brand Equity, Branding, Youth, apparel, brand elements, influencers, luxury, new luxury, store image, web advertising
Brand Equity for Tablet Chocolate and Convenience Product Purchases by Women (Published)
This research aims to demonstrate direct influences of marketing mix variations on the customer-based brand equity process for tablet chocolate and convenience products. The proposed model examines product quality, price perception, reaction to stock-outs, the perceived effect of advertising as antecedents of the customer-based brand equity process, along with the moderation of brand consciousness. Methodology includes simple random sampling and the partial least squares. Sample involves 172 female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Results indicate that product quality generates brand knowledge and loyalty, but price perception generates only loyalty. Besides, brand consciousness moderates the effect of product quality on brand knowledge. Implications include the effects of neglecting brand experience, the link between operations and marketing, and transition of marketing mix. The final model is proposed as a minimum requirement to substitute tablet chocolate branding due to concerns about public health and sugar consumption.
Keywords: Brand Equity, Brand Experience, Chocolate, Convenience Products, Marketing Mix, Women