IDEAS home Printed from https://ideas.repec.org/a/bco/mbraaa/v8y2021p48-64.html
   My bibliography  Save this article

Effect of Brand Equity on Consumer Behaviour Among Students of Veritas University, Nigeria: A Study of Apple Smartphones

Author

Listed:
  • Oyenuga Michael Oyedele

    (Department of Marketing, School of Business, Woxsen University, Hyderabad, India)

  • Agnes Ahungwa

    (Department of Marketing, Veritas University, Bwari, Abuja, Nigeria)

  • Emmanuel Onoja

    (Department of Marketing, Veritas University, Bwari, Abuja, Nigeria)

Abstract

The mobile phone industry is a very innovative segment within the ICT sector, and the smartphone is gradually becoming the standard configuration of mobile devices and currently represents the fastest growing market in the telecoms industry. Previous studies on brand equity tend to focus on telecommunications, banking, hospitality, banking, construction, fast-moving customer goods, etc., while ignoring the education sector. Therefore, the general objective of the study is to evaluate the brand equity of apple smartphones and customer behavior in Abuja. The study adopted a cross-sectional research design. The study used primary data through a questionnaire using 341 samples. Specifically, the objectives of the study were to establish the extent to which brand awareness, brand association, and brand loyalty affect customer behaviour among students of Veritas University. The resutls revealed that brand awareness, brand association, and brand loyalty positively and significantly affect customer behaviour among Veritas University students. It was concluded that when consumers are attached and loyal to a brand, they are likely to make repeat purchases. This only happens when the relationship between the brand and the user is very in-depth and has an emotional connection with the mobile brand. The study recommended that firms interested in extending customer behaviour to repurchase their product categories should pay special attention to brand loyalty, brand awareness, brand association linked to the functions of guarantee, social identification, and status.

Suggested Citation

Handle: RePEc:bco:mbraaa::v:8:y:2021:p:48-64
DOI: 10.33844/mbr.2021.60329
as

Download full text from publisher

File URL: https://api.eurokd.com/Uploads/Article/870/mbr.2021.60329.pdf
Download Restriction: no

File URL: https://libkey.io/10.33844/mbr.2021.60329?utm_source=ideas
LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
---><---

More about this item

Statistics

Access and download statistics

Corrections

All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bco:mbraaa::v:8:y:2021:p:48-64. See general information about how to correct material in RePEc.

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

We have no bibliographic references for this item. You can help adding them by using this form .

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sara Gunen (email available below). General contact details of provider: .

Please note that corrections may take a couple of weeks to filter through the various RePEc services.

IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.