Purpose – The purpose of this paper is to investigate whether the negative effect of lower prices on perceived brand quality that has been demonstrated in evaluation tasks arises in a brand choice context. Design/methodology/approach – The effects of lower prices on perceived quality are...

Purpose – The paper aims to investigate the determinants of automobile brand choice in Ghana. Specifically, the paper seeks to hypothesize that consumers of automobiles make their purchases based on a multiplicity of factors. Design/methodology/approach – A quantitative approach using...

Purpose This paper aims to compare brand equity strength, i.e. the extent to which brand awareness and brand image contribute to purchase propensity, for different segments of consumers (non-users, light users and heavy users) and two different markets (soft drinks and banking, representing a...