• Derrick Kwesi Frimpong
In today’s evolving and dynamism nature of modern marketing, the concept about brand equity which leads to building strong brands is inevitable because brand equity is regarded as the appropriate metric for assessing the long-run impact of marketing decisions. From the perspective of the consumer, this research investigates the impact of customer- based brand equity on consumer intentions to purchase. Further, this research adopts the social constructivism philosophy and a deductive research approach. Exploratory resign design was implemented using both qualitative and quantitative methods. A sample size of 95 responses were obtained and gathered using online survey which included both open and close ended questionnaires. Purposive sampling technique was also deployed in selecting consumers of MTN as a brand which was used as a case study. The major findings show that, dimensions and/ or variables of brand equity thus brand association, perceived quality, brand image and brand awareness are significant and have positive impact or influence on consumers’ intention to purchase. Themes extracted from the qualitative analysis shows that, wide network coverage, quality voice calls, accessibility to internet and other relative value attributed to MTN as a brand drives consumers intention to purchase. Due to the introduction of E-Levy and economic crisis as a result of COVID-19, this study recommends MTN to reduce charges on all electronic transactions as well as reinstate “Pay for me” service to create an appealing brand image in the minds of consumers.

Publication date16 Aug 2022
Number of pages80
ID: 482295459