Dissertation/Thesis Abstract

Relationship between product branding and purchase decision
by Onukwugha, Alexander C., D.B.A., Argosy University/Washington DC, 2011, 136; 3484764
Abstract (Summary)

The study was an examination of the relationship between product branding and purchase decision. Investigation centered on the various effects of product branding on the purchase decisions of automotive users, using the Honda Accord and Toyota Camry automotive brands as a case study. A cross sectional quantitative research design was used. In today’s competitive markets, manufacturers of various products have manipulated numerous variables that could enable them to secure buyers’ purchase decisions and preference. The variables that are relevant in the study are product brand, price, perceived quality and purchase decision. Some marketers have gone a step further by adopting what is generally known as relationship marketing. The result of the investigation indicated a positive correlation between product brand and purchase decision.

Indexing (document details)
Advisor: Okere, Harold C.
Commitee:
School: Argosy University/Washington DC
School Location: United States -- District of Columbia
Source: DAI-A 73/02, Dissertation Abstracts International
Source Type: DISSERTATION
Subjects: Marketing, Behavioral psychology, Economic theory
Keywords: Branding, Purchasing decisions, Relationship economics
Publication Number: 3484764
ISBN: 9781267009531
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