Authors: P. Ladipo, ORCID ID 0000000304209760, PhD, Associate Professor, Department of Business Administration, Faculty of Management Sciences, University of Lagos, Lagos, Nigeria
O. Akeke, ORCID ID 0000000328774801, Doctoral Student, Department of Business Administration, Faculty of Management Sciences, University of Lagos, Lagos, Nigeria
Abstract: The study seeks to investigate the impact of brand image on consumer choice of branded products in Nigeria automobile market, focusing on (belief, assessment and satisfaction) of measuring brand imag e. A sample of 400 respondents was selected using convenience sampling method in Surulere Local Government on the Mainland of Lagos State, Nigeria. Through a structured questionnaire, data were collected and with the help of SPSS, analysis was made using both descriptive and inferential statistics. The results of the regression analysis revealed that all four null hypotheses tested were rejected, which shows that consumer choice of branded product to some extent depends on brand image.
Key words: Brand image; Belief; Assessment; Satisfaction; Consumers Choice
Received: 01/04/19
1st Revision: 7/04/19
Accepted: 16/04/19
DOI: https://doi.org/10.17721/1728-2667.2019/204-3/4
References
The study seeks to investigate the impact of brand image on consumer choice of branded products in Nigeria automobile market, focusing on (belief, assessment and satisfaction) of measuring brand image. A sample of 400 respondents was selected using convenience sampling method in Surulere Local Government on the Mainland of Lagos State, Nigeria. Through a structured questionnaire, data were collected and with the help of SPSS, analysis was made using both descriptive and inferential statistics. The results of the regression analysis revealed that all four null hypotheses tested were rejected, which shows that consumer choice of branded product to some extent depends on brand image.
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K. Lawler, Professor, ORCID iD 0000-002-3409-6755 University of Kuwait, Kuwait
T. Vlasova,Visiting Research Fellow ORCID iD 0000-0002-5000-6756
