Abstract: This is a conceptual study that proposes the study of the effect of brand name on consumer purchase intention amongst customers of Shoprite retail chain in Kano, Nigeria. The retail chain is the biggest so far not only in Kano State, but in the whole of Northern region of Nigeria. Extensive literature review was done to better understand the current development involving branding and consumer purchase intention that constitute the model of the study. The literatures revealed only a few similar studies were conducted in Nigeria. No literature evidence of similar studies conducted in Kano, Nigeria. Survey study will be employed as method of data collection. Convenient sampling technique will be employed to obtain representative response from a sample of 306 customers of Shoprite retail chain in Kano State, Nigeria.
Keywords: Brand, Name, Consumer, Purchase, Intention, Kano, Nigeria.
Title: The Effect of Brand Name on Consumer Purchase Intention in Kano Metropolis: A Conceptual Model
Author: Umar Gambo Adamu, Abdu Ja’afaru Bambale
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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