The Impact of Brand Awareness and Brand Perceived Quality Towards Purchase Intention of Mobile Phone from Customers View in Ethiopia

Abstract

The aim of this study is to examine brand awareness, perceived quality toward purchase intention of customer in mobile phone. The study employed explanatory research design. The convenience sampling techniques used to collect data from 386 respondents. Data collected through closed ended questionnaire with five alternative responses. The data were analyzed by using structural equation (SEM). The result shows that brand awareness is positively related to purchase intention, indicating increased likelihood of considering and intending to purchase products or services from a brand. Brand awareness and perceived quality suggest increased customer trust, an improved brand image, and a higher likelihood of purchase. Researchers suggest that includes other variables, such as brand loyalty, image, and demographics, could also influence these relationships with brand awareness and purchase intention. Use different methodologies, such as surveys and questionnaires, can provide complementary insights. Future researchers will focus to assess the strength and generalizability of the findings. Additionally, considering external factors like marketing campaigns, competitive landscapes, and economic conditions that indicates customers purchase intention.

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