Key drivers of automobile brand choice in sub-Saharan Africa: The case of Ghana

Show simple item record Narteh, B. Odoom, R. Braimah, M. Buame, S. 2019-01-11T10:54:38Z 2019-01-11T10:54:38Z 2012-10
dc.identifier.citation Bedman Narteh, Raphael Odoom, Mahama Braimah, Samuel Buame, (2012) "Key drivers of automobile brand choice in sub‐Saharan Africa: the case of Ghana", Journal of Product & Brand Management, Vol. 21 Issue: 7, pp.516-528, en_US
dc.identifier.other Vol. 21 Issue: 7, pp.516-528
dc.description.abstract 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 questionnaires was adopted to survey 1,020 respondents drawn from various workplaces, churches and homes. The data were analyzed using descriptive statistics, exploratory factor analysis and multiple regression analysis. Findings: The study established that the attributes of a car, emotional connection, external influences, awareness and accessibility make a strong and significant contribution to automobile brand choice in Ghana. Originality/value: The study is one of the few of its nature in sub-Saharan Africa. The new theoretical and empirical insights into factors influencing consumers' purchase decision of automobiles from the study will be significant to automobile manufacturers and dealers operating in developing countries such as Ghana. © Emerald Group Publishing Limited. en_US
dc.language.iso en en_US
dc.publisher Journal of Product and Brand Management en_US
dc.subject Automobiles en_US
dc.subject Brand awareness en_US
dc.subject Brand choice en_US
dc.subject Brand management en_US
dc.subject Buying behaviour en_US
dc.subject Consumer psychology en_US
dc.subject Ghana en_US
dc.title Key drivers of automobile brand choice in sub-Saharan Africa: The case of Ghana en_US
dc.type Article en_US

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