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

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

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

Syed Md Hasib Ahsan *

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Md Kazi Golam Azam

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Md. Zohir Raihan

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Ishtiak Bin Imam

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Md. Nurul Islam

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MBR9237W

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Abstract

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.

References

19 Cites in Article

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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.

How to Cite This Article

Syed Md Hasib Ahsan, Md Kazi Golam Azam, Md. Zohir Raihan, Ishtiak Bin Imam, Md. Nurul Islam. 2020. "Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh". 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

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-A Classification JEL Code: L68

Submission ReceivedDecember 6, 2019
Peer Review Double Blind
Handling Editor
Accepted January 2, 2020
Published January 15, 2020

Version of record

v1.2

Issue date

April 4, 2020

Language

English

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Article Matrices

Total Score: 152

Country: Bangladesh

Subject: Global Journal of Management and Business Research

Authors: Syed Md Hasib Ahsan, Md Kazi Golam Azam, Md. Zohir Raihan, Ishtiak Bin Imam, Md. Nurul Islam (PhD/Dr. count: 0)

View Count (all-time): 328

Total Views (Real + Logic): 1119

Total Downloads (simulated): 88

Publish Date: 2020 01, Wed

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Total Views: 1.1K

Total Downloads: 88

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