The Impact of Marketing Activities on Repurchase Intention in Ghana

Over the years, the use of marketing activities has been seen as very essential to firms as most seek to use it as a means of gaining brand equity and to get consumers to buy more of their products. This study sought to find out the effects of marketing activities in gaining brand equity and in turn leading to a repurchase decision. Based on this, the study objectives were to determine the effects of marketing activities on Customer Based Brand Equity (CBBE) in the Ghanaian mobile phone industry and its effect on customers repurchase decision. As it is noted that marketing activities (product; price; distribution; and promotion) drive brand equity, the study conceptualizes that it has an effect on CBBE and its effect on repurchase intention. Findings from the study showed that, although marketing activities could lead to customer's intention to re-buy, it is best when marketing activities achieves brand equity. Marketing activities must therefore lead to brand equity in order for customers to have repurchase intents. Therefore, firms can use their marketing activities to leverage brand equity in order to best influence consumers repurchase intentions.