An Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria

Ogbuji, Chinedu N.; Anyanwu, Aham V.; Onah, Julius O.

doi:10.5539/ijbm.v6n6p150

Cited by 4 publications

(3 citation statements)

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“…(2011) clarify that reference a great bunch, appears that the item contains a esteem that's seen by the buyer, so that the picture of the item will rise towards way better. Ogbuji, Chinedu N, Aham Anyanwu, and Julius Onah (2011). appears that reference group, perceived esteem, the institution's picture, and understudy behavior purposeful shared features a near relationship.…”

Section: Theoretical Frameworkmentioning

confidence: 98%

Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Rezeki,

Mulyana,

Lazuardi

et al. 2023

J. Professional Business Review

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Purpose: The purpose of this study is to create an empirical model of behavioral intentions of students at a private STIE institution in Medan. The survey method is the explanation survey method. Theoretical framework : The nature of the investigation in this study is causality by finding causality as a result of the events under investigation. stated that from the perspective of marketing, there is the influence of the institutional image and reputation on the behavior of customers, regardless of the lack of empirical evidence. Many authors assert that the image and reputation of good institutions help the Organization increase sales and market share. Design/methodology/approach : The research method used is quantitative. The unit of analysis for this study is a private STIE institution in Medan, while the unit of observation is a sample size of 400 Students. Findings : The results of this research seem to have resulted in a positive image of students at university when they recognize their own values. However, students will choose college students if they have a friendly group that encourages them. Indirectly, students' behavioral intentions to select more influential college students are determined by the value they perceive through the institution's image. Research, Practical, and Social Implications: The Study in the managerial aspect. If group references are later reflected in the normative group references followed by prospective students, and subsequently reflected through relationships, if students' perceived worth is positive, this enhances the institution's image and may later be reflected in the educational institution. learning environment. Originality/ value: This study focuses on STIE students only including their decision to choose a tertiary institution. Research results are very valuable for universities to attract prospective students to choose their universities.

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Section: Theoretical Frameworkmentioning

confidence: 98%

Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Rezeki,

Mulyana,

Lazuardi

et al. 2023

J. Professional Business Review

View full text Add to dashboard Cite

show abstract

“…The study recommended that producers of agricultural products should embrace packaging and branding as it will improve their marketing performance. Ogbuji et al, (2011) investigated the impact of branding on consumer choice for bottled water, with a special focus on the contributory roles of its various elements in impacting consumer behaviour. The study adopted random sampling with a sample size of three hundred and seventy-four (374) distributed amongst the categories of staff and the institutions proportionally.…”

Section: 3mentioning

confidence: 99%

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

Udo,

Akpan,

Uford

2024

AKSUJACOG

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The study examined the effect of product branding on customers’ patronage of Champion Breweries products in Uyo, Akwa Ibom State. The research design adopted was a survey research in which 400 questionnaires were administered to the respondents, out of which 361 were duly filled and returned. Two hypotheses guided the study while regression analysis was used to analyse the data collected. Findings revealed, amongst others, that brand awareness (R2 = 0.885, P<0.05) and brand image (R2= 0.958, P=0.000) have a positive and significant effect on customers’ patronage of Champion Breweries’ products. Based on the findings, it was concluded amongst others, that branding significantly affects customers’ patronage of Champion Breweries products in Uyo. From the findings and conclusion, the study recommended that the Management of Champion Breweries, Uyo should endeavour to expose their brands to their target market using appropriate promotional mix elements to enhance brand awareness and brand image as the patronage of Champion Breweries Products is determined by them.

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“…Apple, for example, creates a cult (Kapferer, 2011). Vector of differentiation and loyalty, brands allow enterprises of sub-Saharan Africa to be more competitive (Chinedu et al, 2011) through strategies of alliances (Bekolo, 2004). .…”

Section: Introductionmentioning

confidence: 99%

Sensitivity of Cameronian consumers to brands: An application in body lotions

Melingui¹,

Tsapi²

2014

Afr. J. Mark. Manage.

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This article seeks to contribute to a better knowledge of sensitivity of consumers to brands. The results of the survey carried out with 361 women aged fifteen and above on the beauty lotions market in the towns of Douala, Yaounde, Ngaoundere and Bafoussam validate the fact that enduring involvement, perceived differences and perceived risks in a category of products influence sensitivity to brands. The study also confirms that perceived differences between brands are the most explanatory variable of sensitivity to brands. Finally, this paper proposes a model of sensitivity to brands of Cameroonian consumers. To succeed in Cameroun, body lotion enterprises should make visible the characteristics/advantages of their brand and act on interpersonal communications. The strengthening of the brand strategy is an action lever strongly recommended to these enterprises.

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An Empirical Study of the Impact of Branding on Consumer Choice for Regulated Bottled Water in Southeast, Nigeria

Cited by 4 publications

References 1 publication

Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Reference Group, Perceived Value, and Institution Image for Student Behavior Intention

Product Branding and Customer Patronage of Champion Breweries Plc’s Products, Uyo, Akwa Ibom State, Nigeria

Sensitivity of Cameronian consumers to brands: An application in body lotions

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