Impact of brand equity on the buying behaviour of Millennials towards smartphones in Bangladesh
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 8
Abstract
Recent years have seen a drastic increase in the use of smartphones in Bangladesh, mainly due to the accessibility of Internet. Millennials are a huge contributor to the market and thus, it is important to examine the extent to which they are influenced by brand equity in the remarkably growing market of smartphones in Bangladesh. This study therefore, investigates whether brand equity dimensions as per Aaker’s model of 1991 have any relation with the buying behaviour of consumers who belong to the millennial generation. Data of 154 respondents in total were analyzed by conducting a factor analysis, followed by a correlation analysis using SPSS. Eventually, the results state that there is positive correlation between all the factors, including the four brand equity elements and consumer buying behaviour. However, it is also notable that in the smartphone market, there is a weaker relationship between one of the brand equity elements (i.e. brand awareness) and the buying behaviour of millennials.
Authors and Affiliations
Madhobi Hossain, Kazi Md. Fahim Ahmed
Keywords
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