3. Brand Image and Purchase Intention: Mediating Role of Sales Promotion

Abstract

The paper examined brand image and purchase intention: mediating role of sales, a case study of five (5) selected markets in Jos selling Nestle products. Primary data were administered to the customers in the markets. Structural equation modeling and the exploratory factor analysis were conducted with AMOS (20). The weight regression results supported the hypotheses formulated. Positive and significant associations were established between brand image and sales promotion and purchase intention with the measure values of 0.321 and 0.463 independently. Sales promotion had positive relationship with purchase intention with the coefficient value of 0.137. The Zober result also affirmed that mediating effects were statistically significant and positive as the Z-score of the Sobel test (3.837) exceeded the threshold (1.96). Thus, sales promotion mediates the relationship between brand image and purchase intention. More so, the covariance result affirmed a positive and significant association between sales promotion, brand image and purchase intention. The Exploratory factor analysis result affirmed that the variables were accepted, moderately, highly correlated and useful as revealed by the values of KMO’s, Bartlett’s and principal component analysis respectively. The Cronbach’s Alpha with the value of 0.798 revealed that the questions were good and dependable. In view of this, the paper recommended the Nestle should maintain their brand image in order to enhance their sales promotion activities being provided to the customers and to strengthen the purchase intention of their customers.