{"id":22421,"date":"2025-07-24T22:47:29","date_gmt":"2025-07-24T22:47:29","guid":{"rendered":"https:\/\/journals.amssr.org\/grjbm\/?p=22421"},"modified":"2025-07-24T22:47:37","modified_gmt":"2025-07-24T22:47:37","slug":"brand-awareness-and-customer-purchase-intention-in-skin-care-limited-ikeja-lagos-state","status":"publish","type":"post","link":"https:\/\/journals.amssr.org\/grjbm\/2025\/07\/24\/brand-awareness-and-customer-purchase-intention-in-skin-care-limited-ikeja-lagos-state\/","title":{"rendered":"Brand Awareness and Customer Purchase Intention in Skin Care Limited Ikeja, Lagos State"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Download PDF<\/h2>\n\n\n\n<div data-wp-interactive=\"core\/file\" class=\"wp-block-file\"><object data-wp-bind--hidden=\"!state.hasPdfPreview\" hidden class=\"wp-block-file__embed\" data=\"https:\/\/journals.amssr.org\/grjbm\/wp-content\/uploads\/sites\/3\/2025\/07\/Brand-Awareness-and-Customer-Purchase-Intention-in-Skin-Care-Limited-Ikeja-Lagos-State-GRJBM-AMSSRN.docx.pdf\" type=\"application\/pdf\" style=\"width:100%;height:600px\" aria-label=\"Embed of Brand Awareness and Customer Purchase Intention in Skin Care Limited Ikeja, Lagos State GRJBM AMSSRN.docx.\"><\/object><a id=\"wp-block-file--media-59c38011-2d1c-4a00-ac2d-1c46d18575ec\" href=\"https:\/\/journals.amssr.org\/grjbm\/wp-content\/uploads\/sites\/3\/2025\/07\/Brand-Awareness-and-Customer-Purchase-Intention-in-Skin-Care-Limited-Ikeja-Lagos-State-GRJBM-AMSSRN.docx.pdf\">Brand Awareness and Customer Purchase Intention in Skin Care Limited Ikeja, Lagos State GRJBM AMSSRN.docx<\/a><a href=\"https:\/\/journals.amssr.org\/grjbm\/wp-content\/uploads\/sites\/3\/2025\/07\/Brand-Awareness-and-Customer-Purchase-Intention-in-Skin-Care-Limited-Ikeja-Lagos-State-GRJBM-AMSSRN.docx.pdf\" class=\"wp-block-file__button wp-element-button\" download aria-describedby=\"wp-block-file--media-59c38011-2d1c-4a00-ac2d-1c46d18575ec\">Download<\/a><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Authors<\/h2>\n\n\n\n<p>ONIFADE Temitayo Alice<sup> 1<\/sup>; EKE Obike Tony<sup> 2<\/sup>; EFFION Okon Oyo<sup> 3<\/sup>; DARAMOLA G. C.<sup> 4<\/sup><\/p>\n\n\n\n<p><em><em><sup>1, 2, 3 &amp; 4<\/sup><\/em>Department of Business Administration,\u00a0<\/em><\/p>\n\n\n\n<p><em>College of Management Sciences,&nbsp;<\/em><\/p>\n\n\n\n<p><em>Bells University of Technology, Ota, Ogun State, Nigeria.&nbsp;<\/em><\/p>\n\n\n\n<p><em><sup>1 <\/sup><\/em><a href=\"mailto:taonifade@bellsuniversity.edu.ng\"><em>taonifade@bellsuniversity.edu.ng<\/em><\/a><\/p>\n\n\n\n<p><em>\u00b2 <\/em><a href=\"mailto:tonyekeobike40@gmail.com\"><em>tonyekeobike40@gmail.com<\/em><\/a><\/p>\n\n\n\n<p><em><sup>3 <\/sup><\/em><a href=\"mailto:effiomoyo4@gmail.com\"><em>effiomoyo4@gmail.com<\/em><\/a><\/p>\n\n\n\n<p><em>\u2074 <\/em><a href=\"mailto:glodorachi@yahoo.com\"><em>glodorachi@yahoo.com<\/em><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Abstract<\/strong><\/h2>\n\n\n\n<p><strong>Research Objectives: <\/strong>The study determined the effect of brand awareness on customer purchase intention of users of skin care products.&nbsp;<\/p>\n\n\n\n<p><strong>Methodology: <\/strong>One hundred and sixty (160) questionnaires administered to users of skin care products in Ikeja and Agege local government areas, one hundred and twenty-five (125) of them were correctly attended to. In analyzing the questionnaire, descriptive statistics of frequency and simple percentage were used in classifying data, (the demographic information of the respondents) while inferential statistics of Simple Linear Regression was used in testing of the three (3) hypotheses.&nbsp;<\/p>\n\n\n\n<p><strong>Findings: <\/strong>The study discovered that brand image, brand attachment and brand equity have positive and significant effects on customers&#8217; purchase intention. The study concluded that brand awareness has a positive and significant effect on customers&#8217; purchase intention.&nbsp;<\/p>\n\n\n\n<p><strong>Recommendations: <\/strong>The management of skin care products companies should intensify efforts to improve the brand awareness creation for their products to support customers&#8217; repurchase intention. It also recommended that the companies should not compromise the quality of their products as it is one of the critical determinants for brand attachment. Lastly, the study recommended that the marketing units of the companies need to continuously and constantly integrate their brands into their supporting marketing programs.<\/p>\n\n\n\n<p><strong><em>Key words: <\/em><\/strong><em>Brand, brand awareness, consumer behavior, customer, purchase. intention.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">References<\/h2>\n\n\n\n<p>Dwivedi et al. (2018). Brand Experience and Consumers\u2019 Willingness-to-Pay (WTP) a price&nbsp; Premium: Mediating role of Brand Credibility and Perceived Uniqueness. 44, 100-107.<\/p>\n\n\n\n<p>Euromonitor International (2022), (How to Crack Nigeria\u2019s $1.2 Billion Beauty Market), Business of Fashion<\/p>\n\n\n\n<p>Garc\u00eda, N. P., Irene, G. S., Augusto, R. O., and Jos\u00e9, R. S.<strong> <\/strong>(2020). Purchase intention and purchase behavior online: A cross-cultural approach Heliyon, 6(6), e04373. https:\/\/doi.org\/10.1016\/j.heliyon.2020.e04373<\/p>\n\n\n\n<p>Javad, M., Azadi, S., &amp; Tajvidi, R. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. <em>Journal of International Consumer Marketing, 29<\/em>(2), 74\u201382. https:\/\/doi.org\/10.1080\/08961530.2017.1279393<\/p>\n\n\n\n<p>Kaufmann, H.R., Petrovici, D.A., Gon\u00e7alves Filho, C., and Ayres, A. (2016). Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands. <em>Journal of Business Research<\/em>, 69(12), 5735\u20135747<\/p>\n\n\n\n<p>Kegoro and Justus (2020). Critical Review of Literature on Brand Equity and Customer.&nbsp; Loyalty. 7 (3), 146-165<\/p>\n\n\n\n<p>Koliby and Rahman (2018). Influence Dimensions of Brand Equity on Purchase Intention Toward Smartphone in Malaysia, VFAST Transactions on Education and Social Sciences, Volume 15, (1), 7-19<\/p>\n\n\n\n<p>Kotler, P.and Amstrong, G. (2016). Global edition. Principles of marketing. London: Pearson Education<\/p>\n\n\n\n<p>Ku, T. H., &amp; Lin, T. L. (2018). Effects of luxury brand perceptions on brand attachment and&nbsp; purchase intention: A comparative analysis among consumers in China, Hong Kong and Taiwan. <em>South African Journal of Business Management, <\/em>49(1), 1\u20139<\/p>\n\n\n\n<p>Mobrezi and Khoshtinat (2016), \u201cStudy of the impact of Advertising on Online Shopping Tendency for Airline Tickets by Considering Motivational Factors and Economic Factors\u201d journal Procedia Economics and Finance, 36, 532-539<\/p>\n\n\n\n<p>Mugenda, O. M., &amp; Mugenda, A. G. (2008). <em>Research methods: Quantitative and qualitative approaches<\/em>. Nairobi, Kenya: Acts Press.<\/p>\n\n\n\n<p>Oh, H. (2016). The effect of brand class, brand awareness, and price on customer value and behavioral intentions. <em>Journal of Hospitality &amp; Tourism Research, <\/em>24(2), 136-162. Practice, 105, 14\u201326<\/p>\n\n\n\n<p>Onifade, T. A., Akinseli, A. S., Adekunle, A. R., Ajayi, M. A. and Tongo, N. I. (2023). Sustainable Brand Personality and Consumer Loyalty Sustainability of Apple &nbsp; &nbsp; Products. <em>2nd International Conference of College of Management sciences of Bells University of Technology, Ota. Order of Proceedings.<\/em><\/p>\n\n\n\n<p>Panditharathna and Bamber (2020). Online Store Brand Experience Impacting on Online Brand Trust and Online Repurchase Intention: The Moderating Role of Online Brand&nbsp; Attachment. European Journal of Management and Marketing Studies 5 (1), 128\u2013162&nbsp;<\/p>\n\n\n\n<p>Phong, T. P. C., Nguyen, T. K. C., Nguyen, D. M., Trinh, V. T., &amp; Tran, T. P. D. (2020). <em>Factors affecting intention to purchase green products in Vietnam<\/em>.\u202f<em>Journal of Asian&nbsp; &nbsp; Finance, Economics and Business, 7<\/em>(4), 205\u2013211. <a href=\"https:\/\/doi.org\/10.13106\/jafeb.2020.vol7.no4.205\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.13106\/jafeb.2020.vol7.no4.205<\/a>&nbsp;<\/p>\n\n\n\n<p>Shabbir, S., Kaufmann, H.\u202fR., Ahmad, I., &amp; Qureshi, I.\u202fM. (2010). <em>Cause related marketing campaigns and consumer purchase intentions: The mediating role of brand awareness and corporate image<\/em>. \u202fAfrican Journal of Business Management, 4(6), 1229\u20131235. https:\/\/doi.org\/10.5897\/AJBM.9000129<\/p>\n\n\n\n<p>Swaminathan, V., Sorescu, A., Steenkamp, J.-B. E. M., O\u2019Guinn, T. C. G., &amp; Schmitt, B. (2020). <em>Branding in a hyperconnected world: Refocusing theories and rethinking boundaries.<\/em>&nbsp;<em>Journal of Marketing, 84<\/em>(2), 24\u201346.&nbsp; <a href=\"https:\/\/doi.org\/10.1177\/0022242919899905\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.1177\/0022242919899905<\/a><\/p>\n\n\n\n<p>Yeboah, T., and Adnteng-S. (2017). Effect of Brand on Consumer Purchase Decision in the Mobile Telecommunications Industry. Imperial Journal of Interdisciplinary Research (IJIR), 3, (8)<\/p>\n\n\n\n<p>Young and Lian (2019). Customer Engagement in Social Media and Purchase Intentions in the Hotel Industry. International Journal of Academic Research in Business and Social&nbsp; Sciences, 9(1), 54\u201368.<\/p>\n\n\n\n<p>Zhuang, W., Luo, X., &amp; Riaz, M.\u202fU. (2021). <em>On the factors influencing green purchase intention: A meta-analysis approach.<\/em>\u202f<em>Frontiers in Psychology, 12<\/em>, Article 644020. <a href=\"https:\/\/doi.org\/10.3389\/fpsyg.2021.644020\" target=\"_blank\" rel=\"noopener\">https:\/\/doi.org\/10.3389\/fpsyg.2021.644020<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Download PDF Authors ONIFADE Temitayo Alice 1; EKE Obike Tony 2; EFFION Okon Oyo 3; DARAMOLA G. C. 4 1, 2, 3 &amp; 4Department of Business Administration,\u00a0 College of Management Sciences,&nbsp; Bells University of Technology, Ota, Ogun State, Nigeria.&nbsp; 1 taonifade@bellsuniversity.edu.ng \u00b2 tonyekeobike40@gmail.com 3 effiomoyo4@gmail.com \u2074 glodorachi@yahoo.com Abstract Research Objectives: The study determined the effect of brand awareness on customer purchase intention of users of skin care products.&nbsp; Methodology: One hundred and sixty (160) questionnaires administered to users of skin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":21662,"comment_status":"open","ping_status":"0","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19,219,220],"tags":[],"class_list":["post-22421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grjbm","category-volume-5","category-volume-5-issue-1"],"_links":{"self":[{"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/posts\/22421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/comments?post=22421"}],"version-history":[{"count":1,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/posts\/22421\/revisions"}],"predecessor-version":[{"id":22423,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/posts\/22421\/revisions\/22423"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/media\/21662"}],"wp:attachment":[{"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/media?parent=22421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/categories?post=22421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/journals.amssr.org\/grjbm\/wp-json\/wp\/v2\/tags?post=22421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}