THE EFFECT OF MOBILE BRANDS ON CONSUMER PURCHASE DECISION IN JORDAN

Abstract

This study aims to explore the different brand dimensions that affect consumer purchase decisions. The researcher distributed 470 questionnaires for participants with Samsung- branded cellular devices. The research hypotheses were tested using the SPSS version 17.0 Program and AMOS 20.0 software- structural equation modeling SEM, which was used to analyze the data collected from the respondents. The study found that there is a significant positive effect of Perceived brand name and Perceived brand quality on consumer purchase decisions, while there is an insignificant effect for perceived brand price and perceived brand value on a consumer purchase decision. The recommendations were developed to enhance the role of the brand dimensions to benefit from it in the marketing of cellular devices both for companies and customers, perceived brand name and the Perceived brand quality are the ones that have the strongest effect, and therefore, companies that produce cellular devices should focus more on these dimensions to encourage consumers to make a purchasing decision. Furthermore, to improve the dimensions that got the lowest effect. Keywords : Mobile Brand, Consumer Purchase Decision, Brand Quality, Brand Name, Jordan DOI： https://doi.org/10.35741/issn.0258-2724.58.1.73