아프리카ㆍ중동

The interest of this study is to understand customer based brand equity and its effect on consumers’ willingness to pay price premiums, consumers’ attitude towards brand preference and purchase intention at the newly open West Hills Mall in Ghana. The data for the study was collected from 400 customers who went to shop at the West Hills Mall. Using a confirmatory factor analysis and path analyses it was found out that brand preference and purchase intension is significantly related to band equity. However, consumers’ willingness to pay price premiums is not significantly related to brand equity. Possible future research could look at involving customers from more than one shopping Mall in the country because of the cultural differences in customer preference. Also, performance measurement and financial performance could by studied to help marketing managers and marketing planners to know the importance of brand equity in running shopping Malls.