000 02486nam a22003017a 4500
003 KOHA
005 20231101112027.0
008 231101d2023 cy ||||| m||| 00| 0 eng d
040 _aCY-NiCIU
_beng
_cCY-NiCIU
_erda
041 _aeng
090 _aYL 3151
_bA45 2023
100 1 _aAkinsanya, Waheed Hameed
245 1 4 _aTHE EFFECT OF BRANDING ON PURCHASE DECISIONS /
_cWAHEED HAMMED AKINSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI
246 2 3 _aA CASE STUDY OF UNILEVER NIGERIA PLC
264 _c2023
300 _aviii, 53 sheets;
_c31 cm.
_e1 CD-ROM
336 _2rdacontent
_atext
_btxt
337 _2rdamedia
_aunmediated
_bn
338 _2rdacarrier
_avolume
_bnc
502 _aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504 _aIncludes bibliography (sheets 40-49)
520 _aABSTRACT 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
650 0 _aBranding (Marketing)
_vDissertations, Academic
650 0 _aBrand loyalty
_vDissertations, Academic
650 0 _aBrand choice
_vDissertations, Academic
700 1 _aSafavi, Homayoun Pasha
_esupervisor
942 _2ddc
_cTS
999 _c291609
_d291609