Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh

1
Syed Md Hasib Ahsan
Syed Md Hasib Ahsan
2
Md Kazi Golam Azam
Md Kazi Golam Azam
3
Md. Zohir Raihan
Md. Zohir Raihan
4
Ishtiak Bin Imam
Ishtiak Bin Imam
5
Md. Nurul Islam
Md. Nurul Islam

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GJMBR Volume 20 Issue A6

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This study aims to measure the impact of brand equity on customer satisfaction on the Smartphone in Chittagong, Bangladesh. While conducting this study, the research adopted a model questionnaire for the purpose of doing a survey. In this study 300 respondents have been surveyed, where respondents are the university’s student of Chittagong. This study examined the brand equity dimensions developed by David Aaker. A number of statistical tools such as correlation and regression analysis have been applied to analyze the collected data from the survey. Statistical software SPSS (version-22) has been used to make this analysis. The findings of the study reflect that the brand equity dimension such as brand awareness, brand association, perceived quality, brand loyalty have a significant impact on the consumers purchase decisions.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

Syed Md Hasib Ahsan. 2020. \u201cImpact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh\u201d. Global Journal of Management and Business Research - A: Administration & Management GJMBR-A Volume 20 (GJMBR Volume 20 Issue A6): .

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GJMBR Volume 20 Issue A6
Pg. 37- 41
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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GJMBR-A Classification: JEL Code: L68
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April 4, 2020

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English

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This study aims to measure the impact of brand equity on customer satisfaction on the Smartphone in Chittagong, Bangladesh. While conducting this study, the research adopted a model questionnaire for the purpose of doing a survey. In this study 300 respondents have been surveyed, where respondents are the university’s student of Chittagong. This study examined the brand equity dimensions developed by David Aaker. A number of statistical tools such as correlation and regression analysis have been applied to analyze the collected data from the survey. Statistical software SPSS (version-22) has been used to make this analysis. The findings of the study reflect that the brand equity dimension such as brand awareness, brand association, perceived quality, brand loyalty have a significant impact on the consumers purchase decisions.

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Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh

Syed Md Hasib Ahsan
Syed Md Hasib Ahsan
Md Kazi Golam Azam
Md Kazi Golam Azam
Md. Zohir Raihan
Md. Zohir Raihan
Ishtiak Bin Imam
Ishtiak Bin Imam
Md. Nurul Islam
Md. Nurul Islam

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