Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh

Authors

  • Syed Md Hasib Ahsan

  • Md Kazi Golam Azam

  • Md. Zohir Raihan

  • Ishtiak Bin Imam

  • Md. Nurul Islam

Keywords:

brand equity, awareness, brand association, perceived quality, brand loyalty

Abstract

This study aims to measure the impact of brand equity on customer satisfaction on the Smartphone in Chittagong Bangladesh While conducting this study the research adopted a model questionnaire for the purpose of doing a survey In this study 300 respondents have been surveyed where respondents are the university s student of Chittagong This study examined the brand equity dimensions developed by David Aaker A number of statistical tools such as correlation and regression analysis have been applied to analyze the collected data from the survey Statistical software SPSS version- 22 has been used to make this analysis

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How to Cite

Syed Md Hasib Ahsan, Md Kazi Golam Azam, Md. Zohir Raihan, Ishtiak Bin Imam, & Md. Nurul Islam. (2020). Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh. Global Journal of Management and Business Research, 20(A6), 37–41. Retrieved from https://journalofbusiness.org/index.php/GJMBR/article/view/3083

 
Impact of Brand Equity on Consumers Purchase Decision of Smart Phone -A Study on University Students in Chittagong, Bangladesh

Published

2020-03-15

Issue

Vol. 20 No. A6 (2020): GJMBR-A Administration: Volume 20 Issue A6

Section

Articles

License

Copyright (c) 2020 Authors and Global Journals Private Limited

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.