The Influence Of Brand Equity On Consumer Choice In Branded Bottled Water Among Supermarket Customers In Nairobi Central Business District, Kenya

ABSTRACT Building strong brand equity to attain competitive advantage is a top priority amongst many firms but it is not always an easy task to accomplish. Due to the increased globalization and competition, the management of a brand has become of importance and thus presents an interesting area to study. With the adoption of effective brand equity strategies, many companies may compete effectively and efficiently. This study, therefore, set out to investigate the influence of brand equity on consumer choice in buying branded bottled water, with special focus on the contributory roles of its …