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Impact of Brand Image on Car Buyers’ Choice of Branded Products in High Risk Market

Author

Listed:
  • P. Ladipo

    (University of Lagos, Lagos, Nigeria)

  • O. Akeke

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.

Suggested Citation

  • P. Ladipo & O. Akeke, 2019. "Impact of Brand Image on Car Buyers’ Choice of Branded Products in High Risk Market," Вестник Киевского национального университета имени Тараса Шевченко. Экономика., Socionet;Киевский национальный университет имени Тараса Шевченко, vol. 3(204), pages 28-34.
    • Handle: RePEc:scn:pnoeeq:204a4
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    References listed on IDEAS

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    2. Wasib B Latif & Md. Aminul Islam & Abdur Rahman & Mahadzirah Mohamad & Kritika Kongsompong, 2016. "Conceptual Framework of Brand Image for Tourism Industry: Tourism Management and Advertisement as Moderators," Journal of Tourism Management Research, Conscientia Beam, vol. 3(1), pages 1-9.
    3. Wasib B Latif & Md Aminul Islam & Abdur Rahman & Mahadzirah Mohamad & Kritika Kongsompong, 2016. "Conceptual Framework of Brand Image for Tourism Industry: Tourism Management and Advertisement as Moderators," Journal of Tourism Management Research, Conscientia Beam, vol. 3(1), pages 1-9.
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