The Impact of Marketing Activities on Repurchase Intention in Ghana - Mensah-Bonsu, Nana Oppong
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Over the years, the use of marketing activities has been seen as very essential to firms as most seek to use it as a means of gaining brand equity and to get consumers to buy more of their products. This study sought to find out the effects of marketing activities in gaining brand equity and in turn leading to a repurchase decision. Based on this, the study objectives were to determine the effects of marketing activities on Customer Based Brand Equity (CBBE) in the Ghanaian mobile phone industry and its effect on customers repurchase decision. As it is noted that marketing activities (product;…mehr

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Produktbeschreibung
Over the years, the use of marketing activities has been seen as very essential to firms as most seek to use it as a means of gaining brand equity and to get consumers to buy more of their products. This study sought to find out the effects of marketing activities in gaining brand equity and in turn leading to a repurchase decision. Based on this, the study objectives were to determine the effects of marketing activities on Customer Based Brand Equity (CBBE) in the Ghanaian mobile phone industry and its effect on customers repurchase decision. As it is noted that marketing activities (product; price; distribution; and promotion) drive brand equity, the study conceptualizes that it has an effect on CBBE and its effect on repurchase intention. Findings from the study showed that, although marketing activities could lead to customer's intention to re-buy, it is best when marketing activities achieves brand equity. Marketing activities must therefore lead to brand equity in order forcustomers to have repurchase intents. Therefore, firms can use their marketing activities to leverage brand equity in order to best influence consumers repurchase intentions.
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Autorenporträt
Nana é actualmente a oficial dos meios de comunicação social do First Atlantic Bank Ghana e co-fundadora do Wineloya Digital. Como finalista do GOMC 2013 colaborou com o Google (Emerging Markets) para criar a "AdClass" que formou +9000 em Marketing Digital. Tem um MPhil & BBA em Marketing da Universidade do Gana e do Ghana Technology University College.