Influence Of Brand Association On The Purchase Decision Of Business Students On Clothing Items In Tertiary Institutions Of Bayelsa State

Abstract  The major purpose of the study was to determine the extent to which brand associations influence the purchase decision of business students on clothing items in tertiary institutions of Bayelsa State. The study answered four research questions and tested four hypotheses at 0.05 level of significance. The population of the study consisted of 666 students of business both Niger Delta University Wilberforce Island and Isaac Jasper Boro College of Education Sagobama all in Bayelsa State. The sample sized of the study was 250 business students. A structured questionnaire consisting of 38 …