Published January 14, 2021 | Version v1
Journal article Open

Effect of Brand Equity on Consumer Behaviour Among Students of Veritas University, Nigeria: A Study of Apple Smartphones

Authors/Creators

  • 1. Department of Marketing, Veritas University, Bwari, Abuja, Nigeria

Description

The mobile phone industry is a very innovative segment within the ICT sector, and the smartphone is gradually becoming the standard configuration of mobile devices and currently represents the fastest growing market in the telecoms industry. Previous studies on brand equity tend to focus on telecommunications, banking, hospitality, banking, construction, fast-moving customer goods, etc., while ignoring the education sector. Therefore, the general objective of the study is to evaluate the brand equity of apple smartphones and customer behavior in Abuja. The study adopted a cross-sectional research design. The study used primary data through a questionnaire using 341 samples. Specifically, the objectives of the study were to establish the extent to which brand awareness, brand association, and brand loyalty affect customer behaviour among students of Veritas University. The resutls revealed that brand awareness, brand association, and brand loyalty positively and significantly affect customer behaviour among Veritas University students. It was concluded that when consumers are attached and loyal to a brand, they are likely to make repeat purchases. This only happens when the relationship between the brand and the user is very in-depth and has an emotional connection with the mobile brand. The study recommended that firms interested in extending customer behaviour to repurchase their product categories should pay special attention to brand loyalty, brand awareness, brand association linked to the functions of guarantee, social identification, and status.

 

Files

mbr.2021.60329.pdf

Files (557.9 kB)

Name Size Download all
md5:b294052d2512eced5e1e2edb8fae906d
557.9 kB Preview Download

Additional details

Dates

Accepted
2021-01-09

Software

Repository URL
https://www.eurokd.com/doi/10.33844/mbr.2021.60329

References

  • Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
  • Aaker, D. A. (1996). Measuring Brand equity across products and markets. California Management Review, 38(3), 102–120.
  • Aaker, D.A. (1996). Building Strong Brands, The Free Press, New York.
  • Aaker, D. A. (2010). Building strong brands. New York, NY: Free Press.
  • Akhtar, N., Ul-ain, Q., Siddiqi, U., Ashraf, A., & Latif, M. (2016). Impact of a brand equity on consumer purchase decision in L'Oréal skincare products. Journal of International Review of Management and Business Research, 5(2), 808–816.
  • Andai, J. (2016). Influence of brand equity on consumer purchase choices among pay TV subscribers in Nairobi, Kenya (Unpublished MBA project). University of Nairobi. Ashraf, M., Sulehri, H. A., & Abbas, S. (2018). Impact of Brand Association on Consumer Buying Behavior in Foot Ware Industry: The Case of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(3), 91–102. Aure, K. G., & Nervik, K. D. (2014). Building strong brands: A quantitative study of brand equity (Unpublished MBA project). Aalesund University College. Boulding R., & Agyapong, G. K. (2005). Analysis of the antecedents of customer loyalty of telecommunication industry in Ghana: The case of Vodafone (Ghana). International Business Research, 4(1), 229–240. Burton, H. W. (2012). Store loyalty: A relationship perspective. Journal of Asia-Pacific Advances in Consumer Research, 10(3), 293–295. Cecere, G., Corrocher, N., & Battaglia, R. D. (2014). Innovation and competition in the smartphone industry: Is there a dominant design? Journal of Telecommunications Policy, 39(4), 162–175. Chen, T. Y., Yeh, T. L., & Jheng, W. S. (2013). Factors influencing brand association. African Journal of Business Management, 7(19), 1914–1926. Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 50–54. Christodoulides, G., Cadogan, J. W., & Veloutsou, C. (2015). Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32(3/4), 307–328. Chuma, D. (2017). Measuring customer-based brand equity of Samsung mobile phones among Generation (Unpublished doctoral dissertation). University of Wits. Churchill, G. A., Brown, T. J., & Suter, T. A. (2010). Basic marketing research (7th ed). China: Cengage Learning. Djerv, S., & Malla, Z. (2012). A qualitative study of the drivers of brand preferences in the Swedish smartphone market (Unpublished MBA project). University of Uppsala. Fouladivanda, F., Pashandi, M. A., Hooman, A., & Khanmohammadi, Z. (2013). The effect of brand equity on consumer buying behavior in term of FMCG in Iran. Interdisciplinary Journal of Contemporary Research in Business, 4(9), 945–957. Hawkins, D. L., & Mothersbaugh, D. L. (2010). Consumer buyer behavior: Building market strategy (11th ed.). New York, NY: McGraw Hill. Keller, K. (2013). Strategic brand management: Building, measuring and managing brand equity. Upper Saddle River, NJ: Pearson. Keller, K.L. (1998). Strategic brand management: Building, measuring and managing brand equity. New Jersey: Prentice Hall. Khaniwale, M. (2015). Consumer buying behavior. Journal of Innovation and Scientific Research, 14(2), 278–286. Koniewski, M. (2012). Brand awareness and consumer loyalty (Unpublished MBA project). University of Sweden. Kothari, P. P., & Maindargi, S. C. (2019). Impact of brand loyalty on consumer behavior towards grocery trade: With special reference to solapur city. International Journal of Science Technology and Engineering, 5(7), 7–14. Kotler, P., & Armstrong, G. (2014). Principles of marketing. New York, NY: Pearson. Lautiainen, T. (2015). Factors affecting consumer's buyer decision in the selection of a coffee brand (Unpublished MBA project). Saimaa University of Applied Sciences. Masika, C. (2013). The influence of mobile marketing on brand equity; A case study of Safaricom Limited (Unpublished MBA project). University of Nairobi. Mohan, A. (2014). Consumer behavior toward smartphone industry in Indian market (Unpublished MBA project). Dublin Business School. Mugenda, O. N., & Mugenda, A. G. (1999). Research methods: A quantitative and qualitative approach. Nairobi: ACTS press. Muhammad, R., Fazian, A., & Ammar, V. (2014). The comparative analysis of the factors affecting brand loyalty towards Samsung products. Journal of Sociological Research, 5(1), 23–27. Nikhil, M., Sanket, K., & Mallika, B. (2015). impact of brand loyalty of existing restaurant on newly opened restaurants in Chandigarh. International Journal of Advanced Research in Management and Social Sciences, 4(12), 110–115. Orji M. G., Oyenuga M. O., & Ahungwa A. I. (2020). Effects of sales promotion on consumer buying behaviour of food seasoning among Nigerian Households: A case study of Nestle Maggi Naijapot. Budapest International Research and Critics Institute Journal, 3(1),134–139. Ovidiu, M. (2005). The concept of brand equity-a comparative approach. Retrieved from https://mpra.ub.unimuenchen.de/32013/
  • Peter, J. P., & Olson, J. C. (2008). Consumer behavior and marketing strategy. New York, NY: McGraw Hill. Qaisar, H. M., & Ali, M. (2018). Impact of brand loyalty on consumer buying behavior in Punjab University's Hostels. Singaporean Journal of Business, Economics and Management Studies, 51(6086), 1–11. Sarwar, M., & Soomro, T. R. (2013). Impact of smartphones on society. European Journal of Scientific Research, 98(2), 216– 226. Schiffman, L. G., Kanuk, L. L., & Wisenblit, J. (2010). Consumer buyer behavior (10th ed.). Upper Saddle River, NJ: Pearson. Shakiba, G. J. A., & Jalali, S. H. (2013). Conceptualization of customer-based brand equity in financial service sector. Studies in Business and Economics, 8(1),123–133. Tsai, H., Lo, A., & Cheung, C. (2013). Measuring customer-based casino brand equity and its consequences. Journal of Travel and Tourism Marketing, 30(8), 806–824. Yamane, T. (1967). Statistics: An introductory analysis (2nd ed). New York: Harper and Row. Zhang, J., Chatchai, P., & Rizwan, S. (2014). The relationship of brand equity dimensions: A case study of Samsung brand in Thailand. European Journal of Business and Management, 10(3), 25–30