期刊
JOURNAL OF PRODUCT AND BRAND MANAGEMENT
卷 21, 期 7, 页码 516-+出版社
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/10610421211276268
关键词
Automobiles; Brand choice; Ghana; Brand management; Consumer psychology; Brand awareness; Buying behaviour
Purpose - The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach - A quantitative approach using questionnaires was adopted to survey 1,020 respondents drawn from various workplaces, churches and homes. The data were analyzed using descriptive statistics, exploratory factor analysis and multiple regression analysis. Findings - The study established that the attributes of a car, emotional connection, external influences, awareness and accessibility make a strong and significant contribution to automobile brand choice in Ghana. Originality/value - The study is one of the few of its nature in sub-Saharan Africa. The new theoretical and empirical insights into factors influencing consumers' purchase decision of automobiles from the study will be significant to automobile manufacturers and dealers operating in developing countries such as Ghana.
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