Factors of Brand Image and Television Purchase in Kathmandu City

Authors

  • Sajeeb Kumar Shrestha TU Shanker Dev Campus

DOI:

https://doi.org/10.3126/batuk.v5i2.30117

Keywords:

Brand image, Television purchase, SEM

Abstract

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.

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Author Biography

Sajeeb Kumar Shrestha, TU Shanker Dev Campus

Associate Professor

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Published

2019-07-31

How to Cite

Shrestha, S. K. (2019). Factors of Brand Image and Television Purchase in Kathmandu City. The Batuk, 5(2), 43–60. https://doi.org/10.3126/batuk.v5i2.30117

Issue

Section

Part I: Management Science