Open AccessFactors of Brand Image and Television Purchase in Kathmandu City
Author(s) -
Sajeeb Kumar Shrestha
Publication year - 2019
Publication title -
the batuk
Language(s) - English
Resource type - Journals
eISSN - 2565-4934
pISSN - 2392-4802
DOI - 10.3126/batuk.v5i2.30117
Subject(s) - structural equation modeling , advertising , brand image , sample (material) , marketing , descriptive statistics , business , causal model , brand awareness , service (business) , psychology , television advertising , mathematics , statistics , chemistry , chromatography
This study attempted to measure factors of brand image and television purchase in Kathmandu City. Descriptive and causal research design was used. Primary cross-section data were collected. Structured questionnaires were administered and 200 data were obtained. Judgmental sample technique was applied. Structural Equation Modeling (SEM) tool was used to validate the model and testing causal relationships among exogenous and endogenous constructs. It was found consumer experience and after sales service were the important factors for creating brand image in the television markets. Brand image influenced television buying behavior. But celebrity endorsement and country of origin had no influence on building brand image.