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VOL. 9, ISSUE 4 (2024)
The nexus between branding, advertising and consumer purchase decision: Evidence from the Gaborone telecommunication sector
Authors
Masimba Ndlovu
Abstract
The study examines the
nexus between branding, advertising and consumer purchase decision in the
Gaborone telecommunication sector. Data was collected using questionnaire
administered to 300 customers of Gaborone telecommunication firms, and data
analyses carried out using SPSS version 20. The findings of the study revealed
that brand image is significantly influencing consumers’ purchase decision in
the Gaborone telecommunication sector. Again, the study showed that brand
awareness is positively influencing consumers’ purchase decision in the
Gaborone telecommunication sector. Recommendations and direction for future
studies have been discussed.
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Pages:72-80
How to cite this article:
Masimba Ndlovu "The nexus between branding, advertising and consumer purchase decision: Evidence from the Gaborone telecommunication sector". International Journal of Academic Research and Development, Vol 9, Issue 4, 2024, Pages 72-80
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