International Journal of Management and Business Studies

International Journal of Management and Business Studies ISSN 2167-0439 Vol. 14 (4), pp. 001-0005, April, 2025. Available online at www.internationalscholarsjournals.org © International Scholars Journals

Full Length Research Paper

Brand Equity and Warranty Impact on Electronic Product Purchase Attitudes: A Study in Dhaka, Bangladesh

Md. Shamim Hossain1 and Md. Abdullah Al Mahmud2

1School of Business and Economics, Manarat International University

Plot # CEN 16, Road # 106 Gulshan, Dhaka-1212, Bangladesh. Mobile No.: +8801927652385
2School of Business and Economics, Manarat International University

Plot # CEN 16, Road # 106, Gulshan, Dhaka-1212, Bangladesh. Mobile No.: +88 01718150263.

Accepted 01 January, 2025

This study aims to investigate the customers’ attitude towards brand of the product and guarantee or warranty of the products. Results from the study indicate that for purchasing electronic products customers prefer brand rather than guarantee or warranty of the products. The results also revealed that better brand product provide better warranty that brings the study to recommend on during purchasing electronic goods, customers’ should emphasize on brand of the product. The analyses provide that there are no meaningful differences between the customers who prefer brand and customers who prefer warranty/guarantee.

Key words: Customers’ Attitude, Brand, Warranty/Guarantee, Electronic Products, Customers’ in Bangladesh.