The moderating effect of industrial context on the relationship between brand equity and consumer choice in branded bottled water Nairobi, Kenya

Simple item page
dc.contributor.authorMuathe, Stephen M. A.
dc.contributor.authorNjuguna, R. K.
dc.contributor.authorKerre, F. P.
dc.date.accessioned2014-04-09T13:44:49Z
dc.date.available2014-04-09T13:44:49Z
dc.date.issued2014-02
dc.description.abstractPrevious research has shown that brand equity influence consumer choice, however this literature has been limited to broad base view of choice in which specific industry and location characteristic have not been explicitly been examined. This study examines the moderating effect of the Industry context on the relationship between brand equity and consumer choice in the branded bottled water, among supermarkets customers in Nairobi Central Business District, Kenya. The sample size was 400 respondents, comprising of 373 customers and 13 employees of supermarkets. Data was collected using a semi structured questionnaire and an interview guide. Industry context factors influence on the relationship of brand equity influence consumer choice was predicted through the use of a logit model. The research findings indicated that market place efficacy and valence have a moderating role on the influence of brand equity on consumer choice.en_US
dc.identifier.citationEuropean Scientific Journal February 2014 edition vol.10, No.4en_US
dc.identifier.issn1857 - 7431
dc.identifier.urihttp://ir-library.ku.ac.ke/handle/123456789/9356
dc.language.isoenen_US
dc.publisherEuropean Scientific Instituteen_US
dc.subjectIndustry contexten_US
dc.subjectBrand equityen_US
dc.subjectLogit modelen_US
dc.subjectEfficacyen_US
dc.subjectValenceen_US
dc.titleThe moderating effect of industrial context on the relationship between brand equity and consumer choice in branded bottled water Nairobi, Kenyaen_US
dc.typeArticleen_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
Muathe, S. M. A..pdf
Size:
148.46 KB
Format:
Adobe Portable Document Format
Description:
fulltext
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
RP-Department of Business Administration