EFFECT OF BRAND ALLIANCE ON PURCHASE INTENTION OF SELECTED CONSUMABLE PRODUCTS IN LAGOS, NIGERIA
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Date
2018-02
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UNIVERSITY OF ILORIN
Abstract
The value of a brand is critical to purchase intention. One way of creating value is through partnership between two or more organisations called brand alliance. Several marketing services linger on different sporting activities for endorsement through symbolic partnership in their advertisements. To what extent this improves the partnered brand’s performance and assist their general sales depend on the fans and the consumers. The study examined the effect of brand alliance on purchase intention of selected consumable products in terms of English Premier League (EPL) brands that has large fan base in Lagos, Nigeria. The objectives of the study were to: (i) examine the effect of brand image fit on purchase intention of selected Nigerian consumable products; (ii) investigate the effect of brand equity fit on purchase intention of selected Nigerian consumable products; (iii) examine the effect of product fit on purchase intention of selected Nigerian consumable products; and (iv) examine the effect of brand alliance on consumer attitude of selected Nigerian consumable products.
The study adopted a survey research design,with an infinite population comprising of fans of the EPL clubs partnered by the Nigerian consumable products (Amstel Malta, Chivita juice, and PZ products) in Lagos, Nigeria.Primary data were obtained through a structured questionnaire administered to 384 fansof the partnered EPL clubs in the five administrative divisions of Lagos State using purposive sampling and Cochran methods. Data analyses comprising ofFactor analysis, Ordered Logistic Regression and Structural Equation Modelwere employedto test the research hypotheses at 0.01and 0.05 level of significance.
The findings of the study were:
i. brand consistency and brand complementarity in brand image fit are significant and positive with β1 = 0.320, β2 = 0.879; p<0.05 and p<0.01 respectively;
ii. brand equity fit has positive significant effect on purchase intention with β1 = 0.747, β2 = 0.630, and β3 = 0.932; p<0.01 each;
iii. endorsement of consumable products and complementarity of consumable products in product fit have positive significant effect on purchase intention with β1 = 0.620, β2 = 0.392with p<0.01 each; and
iv. brand alliance, through consumer attitude, has positive significant effect on purchase intention with β1 = 0.910and p<0.01.
The study concluded that brand alliance improved purchase intention of the studied consumables based on the attitude of consumers.The study therefore recommended that manufacturers of consumable products should assess the fit between potential brand partners in order to improve consumer purchase intention and the acceptability of their products.
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Keywords
BRAND ALLIANCE, PURCHASE INTENTION, CONSUMABLE PRODUCTS, LAGOS