Влияние имиджа бренда на выбор покупателем автомобиля фирменных продуктов на высокорисковых рынках

Авторы: П. Ладипо, ORCID ID 0000000304209760, доктор философии, доцент кафедры делового администрирования факультета менеджмента, Лагоского университета, Лагос, Нигерия
А. Акеке, ORCID ID 0000000328774801, аспирант, кафедра делового администрирования, факультет менеджмента, Лагоский университет, Лагос, Нигерия

Аннотация: Целью данного исследования является изучение влияния имиджа бренда на потребительский выбор брендовых продуктов на ав- томобильном рынке Нигерии с акцентом на измерения (верой, оценкой и удовлетворен ием) имиджа бренда. Выборка из 400 респонден- тов была отобрана с использованием нерепрезентативного метода выборки в районе местного управления Серулере города Лагос, Нигерия. С использованием структурированной анкеты были собраны данные, и с помощью пакета программ обработки статистиче- ских данных для социальной науки – SPSS был проведен анализ с использованием как описательной, так и инференциальной статис- тики. Результаты регрессионного анализа показали, что все четыре проверенных гипотезы были отвергнуты, а это свидетельст- вует о том, что потребительский выбор бренда в определенной степени зависит от имиджа бренда.

Ключевые слова: имидж бренда; вера; оценка; удовлетворение; выбор потребителей

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

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