International Journal of Social Science Research (IJSSR)

The Impact of Product Branding on Consumer Purchase Intention of UNVDA Rice Ndop, Cameroon

Foreign brands equipped with sophisticated branding strategies, often overshadow local counterparts, leading consumers to prefer imported rice. As such, this paper seeks to investigate how different types of product branding (emotional, differentational and premium branding) influenced consumer purchase intention. Using a quota sampling technique, this study uses a structural equation modeling (SEM), to analyze the effect of product branding on consumer purchase intention of UNVDA Ndop rice. The findings reveals that apart from emotional branding, differentational and premium branding influence consumer purchase intention to varying degree. Differentiational branding had a positive and significant influence on consumer purchase intention of UNVDA Ndop rice, while premium branding had a positive and significant influence on consumer purchase intention.