The effect of Brand on Consumer Purchase Decision: A Case Study of Zain Company of Telecommunications in Jordan
The current study aimed to investigate the impact of brand name, brand image and perceived quality on the consumer purchase decision. To achieve the purpose of the study, a sample of 310 consumers of telecommunications services of Zaincompany in Jordan was randomly selected. The targeted consumers were asked to fill out an online designed questionnaire. A five point-Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree) was used to measure the variables. For the purposes of data analysis, the researcher used descriptive statistics, confirmatory factor analysis and structural equation modeling. The results revealed that brand name has a significant positive (β= 0.374) effect on consumer purchase decision. This effect is significant at the level of 1% (p = 0.000 < 0.01). However, the results show that brand image exhibits a lower significant positive (β= 0. 112) effect on consumer purchase decision than brand name. This effect is significant at the level of 10% (p = 0.085 < 0.10). Further, the results found that perceived quality has a significant positive (β= 0.469) effect on consumer purchase decision. This effect is significant at the level of 1% (p = 0.000 < 0.01). Notably, it was found that the perceived quality has a higher impact on consumer purchase decision than both brand name and brand image, which indicates that the consumers of Zaintelecommunication company perceive that perceived quality has a higher weight and significance than both brand name and brand image.
Keywords: Brandname, Brand image, Perceived quality Consumer Purchase Decision