IIARD International Institute of Academic Research and Development

WORLD JOURNAL OF ENTREPRENEURIAL DEVELOPMENT STUDIES (WJEDS )

E-ISSN 2579-0544
P-ISSN 2695-2483
VOL. 9 NO. 6 2024
DOI: 10.56201/wjeds.v9.no6.2024.pg1.22

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Impact of Brand Equity on Consumer Buying Behaviour in the Nigerian Banking Sector

EBOH, Mercy E. EDEME, N.C

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Abstract

The study evaluated the brand equity and consumer buying behaviour in the Nigerian Banking Sector. The specific objectives were to: to determine the effect of brand awareness on consumer buying behaviour in Zenith Bank, Abraka, to know the effect of brand association on consumer buying behaviour in Zenith Bank, Abraka and to find out the effect of the perceived quality on consumer buying behaviour in Zenith Bank, Abraka. The study adopted survey research design method. The sampling object of the study was the employees of Zenith Bank that are currently working in Abraka Branch, which their responses were retrieved, with aid of structured questionnaire as the tool for the collection of primary data. Secondary data was accessed through the review of related literature from different scholar and various publications on the subject matter. The Statistical Package of Social Sciences version 24.0 and correlation modelling were used to perform the analysis statistic. Findings from the data analyzed brand association which is the first variable has positive effect on consumer buying behaviour (ß = .133, P<0.01). It reported that brand awareness which is the second variable has positive effect on consumer buying behaviour (ß = .261, P<0.01). It was reported that perceived quality which is the third variable has positive effect on consumer buying behaviour (ß = .257, P<0.01). The study concluded that brand equity has significant effect on consumer buying behaviour. The study recommended that The Management of banks should integrate modern techniques of advertisement in order to continue to remind the existing consumers and potential consumers of its existence and promises to always deliver value.

keywords:

Brand Equity, Consumer Buying Behaviour, Banking Sector, Brand Association

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