How Brand Personality Excitement Affects Customer Purchase Decision of Smartphone in Nairobi, Kenya

Authors : John N. Mutinda, Hannah Bula, Peter P. Wambua.

Volume/Issue : Volume 3 - 2018, Issue 9 - September

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Effective product differentiation technique is a critical aspect in any business organization, in recent past, marketers have introduced intangible differentiation strategies like brand personality excitement which is a component of famous brand personality differentiation strategy. The aim of the study was to find out whether brand personality excitement affects customer purchase decision of Smartphone in Kenya. The study used both explanatory and descriptive research design. Master students from three selected public university campuses in Nairobi CBD, Kenya were used as target population. The three public university campuses were selected using purposive sampling, while master students from the three universities Campuses were selected using stratified random sampling technique. Semi-structured questionnaires were used to collect primary data which was used in the study. Descriptive and inferential statistics were used to analyze quantitative data, while content analysis technique was used to analyze qualitative data. The findings of the study indicated that brand personality excitement have a positive and statistically significant effects on customer purchase decision of Smartphone, and this implied customer purchase decision of Smartphone can be affected by brand personality excitement dimension. The study recommended the usage of brand personality excitement as a technique of differentiating Smartphone and other related products. The study suggests that future researchers to do research on the effects of other brand personality variables on Smartphone and other related products.

Keywords : Brand personality excitement; customer purchase decision; Smartphone.


Paper Submission Last Date
31 - May - 2020

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