THE CONTRIBUTIONS OF BRAND ELEMENTS TO BRAND EQUITY IN THE RETAIL SECTOR OF GHANA

Abstract

ABSTRACT The study assessed the contributions of brand elements to brand equity in the retail sector of Ghana. Clustering sample technique was used to select 300 respondents out of the population of all customers and business under the retail sector in Ghana. 202 respondents were collected representing 67.3% through an online data collection pull. The study used explanatory and descriptive analysis. The data used qualitative data analysis through SPSS. Reliability analysis was used using the Cronbach Alpha to measure reliability of the models used. Regression analysis was done to examine the contributions of brand elements to brand equity. The finding from the research shown that, brand elements had a strong connection with consumer awareness of brands and retail choice. The study again showed a strong relationship between brand elements to brand equity using regression analysis. The study recommends. The study recommends that retailers must concentrate on building their brands and offering brands that consumers are familiar with because, nowadays, brand is used by consumers to differentiate.