BRAND PERSONALITY AND SELF-ESTEEM AS PREDICTORS OF PURCHASE INTENTION OF SHOPRITE BREAD IN IBADAN METROPOLIS

Abstract

Due to inconsistencies of research findings by various researchers on the influence of various factors reported as influencing purchase intention indicated that, there is need to examine various resources and contexts surrounding the purchase of bread in order to understand the dynamics of purchasing bread and its relationship with brand personality. The research was anchored on, Brand personality model by Aaker (1997) and Self-Determination Theory by Deci & Ryan, (1995). Cross-sectional survey research design was adopted, and data was gathered from selected 288 participants (Males 180 and Females:108) with Frequency distribution for the demographic variable (age, marital status, educational qualification, and religion) revealing (SD = 10.21). Three hypotheses were tested in this study by the researcher. Results  show  that only brand sincerity had independent influence on purchase intention (β = .36; t = 2.79; p<.05) and demographic factors (age, marital status, educational qualification and religion) had neither joint nor independent influence on purchase intention [R = .09; R2 = .01; F (4, 284) = .42; P>.05]. It was therefore recommended that superstores should ensure to focus more on brand sincerity of their product for proper awareness and better branding to their customers for better patronage.