The Impact of Brand Dimension on the Purchasing Decision Making of the Jordanian Consumer for Shopping Goods
Dr. Raed Ahmad Momani
Abstract
The aim of this paper is to study the impact of brand dimensions on purchasing decision of shopping goods on the
Jordanian consumers. The paper emphasizes a number of variables such as; loyalty, quality, marketing
communications, historical tradition, and country of origin. The researcher will study these dimensions and
decide which of these has the strongest effect on Jordanian consumer’s decision making regarding the brand for
shopping goods. The paper will focus on Jordanian consumers and a field survey will be conducted by using a
questionnaire to collect primary data. Three hundred questionnaires will be collected from the consumers all over
Jordan. Referring to the statistical analysis which the researcher has undertaken on brand dimension loyalty,
marketing communication, and country of origin had a significant effect on the marketing decision of the
Jordanian consumer, while quality and historical tradition did not have that effect. Therefore the researcher
advises the decision makers in companies to focus on using suitable marketing activities and strategies on brand
dimensions especially loyalty, marketing communication, and country of origin.
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