The Impact of Marketting Activities on Repurchase Intention And The Meditation Role of Brand Equity in The Ghanaian Mobile Telecommunications Industry

ABSTRACT

Over the years, the use of marketing activities has been seen as very essential to firms and has had a lot of attention not only from academic scholars but also industry experts as most firms seek to use it as a means of gaining brand equity and to get consumers to buy more of their products. This study therefore sought to find out the effects of marketing activities in gaining brand equity and in turn leading to a repurchase decision. Based on this, the study objectives were to determine the effects of marketing activities on customer based brand equity in the Ghanaian mobile phone industry and its effect on customers’ repurchase decision. As it is noted that marketing activities (product; price; distribution; and promotion) drive brand equity, the study conceptualises that it has an effect on customer based brand equity (perceived quality; brand awareness; brand image; brand loyalty; differentiation; relevance) and its effect on repurchase intention of consumers. The study adopted a positivist approach using a survey strategy. The quantitative approach was employed with the use of a questionnaire for data collection. Data was collected from 340 respondents who were selected on a purposive basis on the University of Ghana campus. Data was coded using Statistical Package for Social Sciences (SPSS V.20). Structural Equation Modelling (SEM) was used in analysing the data through a two-stage approach where the measurement and structural models were assessed. Findings from the study showed that, although marketing activities could lead to customer’s intention to re-buy, it is best when marketing activities achieves brand equity. Marketing activities must therefore lead to brand equity in order for customers to have repurchase intents. Therefore, firms can use their marketing activities to leverage brand equity in order to best influence consumers’ repurchase intentions. The study recommends the framework to be further tested in other industries as well as using other methodologies to further authenticate its applicability.