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Journal of Applied Sciences

Year: 2012 | Volume: 12 | Issue: 8 | Page No.: 768-774
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Authors

Muhammad Sabbir Rahman

Md. Mahmudul Haque

Bashir Hussain

Keywords

Research Article

Brand Image and its Impact on Consumer’s Perception: Structural Equation Modeling Approach on Young Consumer’s in Bangladesh

Muhammad Sabbir Rahman, Md. Mahmudul Haque and Bashir Hussain
The purpose of this study is to investigate the impact of brand image towards young consumer’s perception in selecting beverage products. A survey was conducted among 400 young consumers from the Dhaka city capital of Bangladesh. The data analyses were conducted by exploratory factor analysis, confirmatory factor analysis and structural equation modeling to test the hypothesis. The results revealed that the most of the young consumers are highly concerned about brand image regarding selection of any beverage drinks. This is a relatively new issue that remains largely undiscovered by researchers under underdeveloped country’s perspective. It is hoped that the findings may assist the local and multinational beverage companies about the necessities of enhancing their brand image. The paper adds to the existing body of research on beverage consumers particularly on young consumer’s perceptions and expectations from their chosen brand.
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