TY  - BOOK
AU  - Akinsanya,Waheed Hameed
AU  - Safavi,Homayoun Pasha
TI  - THE EFFECT OF BRANDING ON PURCHASE  DECISIONS
PY  - 2023///
KW  - Branding (Marketing)
KW  - Dissertations, Academic
KW  - Brand loyalty
KW  - Brand choice
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 40-49)
N2  - ABSTRACT
Brand recognition involves creating brand awareness, preference, reputation, trust, and 
loyalty. The study aimed to find the effect of brand recognition on customer purchase 
decisions. The population of the study was the customers of Unilever Nigeria Plc. The 
Cochran formula was used to calculate the sample size. The study used a final sample 
size of 384 Unilever Nigeria PLC customers. The convenient sampling technique was 
used to select the customers who visited the premises of Unilever Nigeria PLC to 
purchase a product. The study used the OLS estimation method to analyze the effect 
of branding on customer purchase decisions with the help of SPSS software.
The results from the matrix correlation showed that brand awareness, preference, 
reputation, trust, and loyalty have a positive and significant relationship with customer 
purchase decisions. The regression analysis revealed that brand awareness, trust, and 
loyalty have a positive and significant effect on customer purchase decisions, while 
brand preference has a positive but insignificant effect on customer purchase decisions. 
The study revealed that branding and brand reputation have a negative and 
insignificant effect on customer purchase decisions.
Keywords: Brand recognition, Brand awareness, Brand trust, Brand preference, Brand 
loyalty
ER  -