Research Article Open Access
Secondary Brand Association Influences on Brand Preference and Purchase Intention
Everything is being branded in 21st centaury with a view to positioning in customer’s mind. The main objective of this research is to analyze the sources of secondary brand association impacting on brand preference and purchase intention. The research was conducted through, simple random sampling; structured questionnaires distributed among 250 respondents of different brands users in Bangladesh. The research area was Khulna division (Khulna University, Khulna medical college, Khulna govt. B. L. College) with five (05) months duration. The validity and reliability of questionnaires were checked by composite reliability, Cronbachs Alpha, average variance extracted. Subsequently, Pearson correlation and multiple regressions were analyzed. The results of the study showed that company, and country of origin had significant positive relationship and positive impact; channel of distribution, licensing, celebrity endorsement, and third party sources had insignificant positive impact; co-branding, sporting-cultural and other events had insignificant negative impact on brand preference and purchase intention.
Abdulla Al-Towfiq Hasan, Mahamudul Hasan
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