The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention.
| Published in | Journal of Business and Economic Development (Volume 8, Issue 4) |
| DOI | 10.11648/j.jbed.20230804.12 |
| Page(s) | 113-120 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2024. Published by Science Publishing Group |
Brand Awareness, Perceived Quality, Purchase Intention
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APA Style
Bakalo, A., Amantie, C. (2023). The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. Journal of Business and Economic Development, 8(4), 113-120. https://doi.org/10.11648/j.jbed.20230804.12
ACS Style
Bakalo, A.; Amantie, C. The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. J. Bus. Econ. Dev. 2023, 8(4), 113-120. doi: 10.11648/j.jbed.20230804.12
AMA Style
Bakalo A, Amantie C. The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia. J Bus Econ Dev. 2023;8(4):113-120. doi: 10.11648/j.jbed.20230804.12
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Download@article{10.11648/j.jbed.20230804.12,
author = {Alemayehu Bakalo and Chalchissa Amantie},
title = {The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia},
journal = {Journal of Business and Economic Development},
volume = {8},
number = {4},
pages = {113-120},
doi = {10.11648/j.jbed.20230804.12},
url = {https://doi.org/10.11648/j.jbed.20230804.12},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jbed.20230804.12},
abstract = {The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention.
},
year = {2023}
}
TY - JOUR T1 - The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia AU - Alemayehu Bakalo AU - Chalchissa Amantie Y1 - 2023/12/11 PY - 2023 N1 - https://doi.org/10.11648/j.jbed.20230804.12 DO - 10.11648/j.jbed.20230804.12 T2 - Journal of Business and Economic Development JF - Journal of Business and Economic Development JO - Journal of Business and Economic Development SP - 113 EP - 120 PB - Science Publishing Group SN - 2637-3874 UR - https://doi.org/10.11648/j.jbed.20230804.12 AB - The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention. VL - 8 IS - 4 ER -
Marketing Management, College of Business and Economics, Mizan Tepi University, Mizan, Ethiopia
Management, College of Business and Economics, Jimma University, Jimma, Ethiopia
