{"id":"https://openalex.org/W2990798558","doi":null,"title":"Effects of Branding and Consumer Choice of Bottled Water: A Survey Study of Institutional Consumers","display_name":"Effects of Branding and Consumer Choice of Bottled Water: A Survey Study of Institutional Consumers","publication_year":2019,"publication_date":"2019-10-09","ids":{"openalex":"https://openalex.org/W2990798558","mag":"2990798558"},"language":"en","primary_location":{"id":"mag:2990798558","doi":null,"is_oa":true,"landing_page_url":"https://journals.eanso.org/index.php/eajbe/article/download/44/31","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"East African Journal of Business and Economics","raw_type":null},"volume":null,"type":"article","is_traditional":true,"indexed_in":[],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://journals.eanso.org/index.php/eajbe/article/download/44/31","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5086843711","display_name":"Mercy Kaari Bii","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I299595467","display_name":"University of Kabianga","ror":"https://ror.org/03rk9qf06","country_code":"KE","type":"education","lineage":["https://openalex.org/I299595467"]}],"countries":["KE"],"is_corresponding":false,"raw_author_name":"Mercy Kaari Bii","raw_affiliation_strings":["UNIVERSITY OF KABIANGA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"UNIVERSITY OF KABIANGA","institution_ids":["https://openalex.org/I299595467"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5064410106","display_name":"Lydia Langat","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I299595467","display_name":"University of Kabianga","ror":"https://ror.org/03rk9qf06","country_code":"KE","type":"education","lineage":["https://openalex.org/I299595467"]}],"countries":["KE"],"is_corresponding":false,"raw_author_name":"Lydia Langat","raw_affiliation_strings":["UNIVERSITY OF KABIANGA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"UNIVERSITY OF KABIANGA","institution_ids":["https://openalex.org/I299595467"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5108693219","display_name":"Hellen Wothaya Sang","orcid":"https://orcid.org/0000-0003-2198-2368","observed_orcids":["https://orcid.org/0000-0003-2198-2368"]},"institutions":[{"id":"https://openalex.org/I299595467","display_name":"University of Kabianga","ror":"https://ror.org/03rk9qf06","country_code":"KE","type":"education","lineage":["https://openalex.org/I299595467"]}],"countries":["KE"],"is_corresponding":false,"raw_author_name":"Hellen Sang","raw_affiliation_strings":["UNIVERSITY OF KABIANGA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"UNIVERSITY OF KABIANGA","institution_ids":["https://openalex.org/I299595467"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I299595467"],"apc_list":null,"apc_paid":null,"fwci":0.262,"has_fulltext":false,"cited_by_count":1,"citation_normalized_percentile":{"value":0.67241834,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":{"min":87,"max":93},"biblio":{"volume":"1","issue":"1","first_page":"33","last_page":"45"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5781000256538391,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.5781000256538391,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.361299991607666,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.024900000542402267,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/bottled-water","display_name":"bottled water","score":0.9950000047683716},{"id":"https://openalex.org/keywords/branding","display_name":"branding","score":0.8579999804496765},{"id":"https://openalex.org/keywords/consumer-choice","display_name":"consumer choice","score":0.984000027179718},{"id":"https://openalex.org/keywords/brand-recall","display_name":"brand recall","score":0.8690000176429749},{"id":"https://openalex.org/keywords/brand-awareness","display_name":"brand awareness","score":1.0},{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":1.0},{"id":"https://openalex.org/keywords/consumer-preferences","display_name":"consumer preferences","score":0.7910000085830688}],"concepts":[{"id":"https://openalex.org/C106906290","wikidata":"https://www.wikidata.org/wiki/Q1140909","display_name":"Cronbach's alpha","level":3,"score":0.5734866857528687},{"id":"https://openalex.org/C2778632158","wikidata":"https://www.wikidata.org/wiki/Q1049049","display_name":"Bottled water","level":2,"score":0.5674970746040344},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5616339445114136},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5577498078346252},{"id":"https://openalex.org/C39896193","wikidata":"https://www.wikidata.org/wiki/Q380344","display_name":"Descriptive statistics","level":2,"score":0.5423485040664673},{"id":"https://openalex.org/C2908647359","wikidata":"https://www.wikidata.org/wiki/Q2625603","display_name":"Population","level":2,"score":0.47691938281059265},{"id":"https://openalex.org/C49898467","wikidata":"https://www.wikidata.org/wiki/Q1517706","display_name":"Stratified sampling","level":2,"score":0.4438546597957611},{"id":"https://openalex.org/C198531522","wikidata":"https://www.wikidata.org/wiki/Q485146","display_name":"Sample (material)","level":2,"score":0.4238259494304657},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.394858181476593},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.29814624786376953},{"id":"https://openalex.org/C127413603","wikidata":"https://www.wikidata.org/wiki/Q11023","display_name":"Engineering","level":0,"score":0.17903241515159607},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.16791453957557678},{"id":"https://openalex.org/C99454951","wikidata":"https://www.wikidata.org/wiki/Q932068","display_name":"Environmental health","level":1,"score":0.14437559247016907},{"id":"https://openalex.org/C71924100","wikidata":"https://www.wikidata.org/wiki/Q11190","display_name":"Medicine","level":0,"score":0.10133269429206848},{"id":"https://openalex.org/C2780378061","wikidata":"https://www.wikidata.org/wiki/Q25351891","display_name":"Service (business)","level":2,"score":0.0},{"id":"https://openalex.org/C87717796","wikidata":"https://www.wikidata.org/wiki/Q146326","display_name":"Environmental engineering","level":1,"score":0.0},{"id":"https://openalex.org/C43617362","wikidata":"https://www.wikidata.org/wiki/Q170050","display_name":"Chromatography","level":1,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"mag:2990798558","doi":null,"is_oa":true,"landing_page_url":"https://journals.eanso.org/index.php/eajbe/article/download/44/31","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"East African Journal of Business and Economics","raw_type":null}],"best_oa_location":{"id":"mag:2990798558","doi":null,"is_oa":true,"landing_page_url":"https://journals.eanso.org/index.php/eajbe/article/download/44/31","pdf_url":null,"source":{"id":"https://openalex.org/S4210237559","display_name":"East African Journal of Business and Economics","issn_l":"2707-4250","issn":["2707-4250","2707-4269"],"is_oa":true,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"journal"},"license":null,"license_id":null,"version":null,"is_accepted":false,"is_published":false,"raw_source_name":"East African Journal of Business and Economics","raw_type":null},"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/6","score":0.6618000268936157,"display_name":"Clean water and sanitation"}],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":0,"referenced_works":[],"related_works":["https://openalex.org/W4321994173","https://openalex.org/W4411046388","https://openalex.org/W2804256675","https://openalex.org/W7097228945","https://openalex.org/W2561466543","https://openalex.org/W1590819853","https://openalex.org/W2991563025","https://openalex.org/W7221280418","https://openalex.org/W2142677252","https://openalex.org/W2325834700"],"abstract_inverted_index":{"Bottled":[0],"water":[1,18,61,99,243,285,302,322],"is":[2,68],"becoming":[3],"one":[4],"of":[5,50,60,74,83,91,97,114,133,172,233,241,251,283,332],"the":[6,10,56,89,115,121,146,150,168,173,189,193,231,239,316,320],"fastest-growing":[7],"markets":[8],"in":[9,46,103,145,182,294,315],"beverage":[11],"industry":[12],"globally.":[13],"Most":[14],"people":[15],"perceive":[16],"bottled":[17,39,98,242,284,301,321,333],"as":[19,24,192],"safe,":[20],"better":[21],"quality":[22],"and":[23,52,58,120,139,152,223,264,307,337],"an":[25,35],"alternative":[26],"to":[27,87,148,187,212,275,296,299,329],"other":[28,64],"packaged":[29],"beverages.":[30],"This":[31,66],"perception":[32],"has":[33,44],"seen":[34],"increased":[36],"demand":[37],"for":[38,167,230,312],"water,":[40,334],"a":[41,72,92,109,159,164,179,183,248],"situation":[42],"which":[43,161],"resulted":[45],"cut-throat":[47],"competition,":[48],"infiltration":[49],"sub-standard":[51],"smuggled":[53],"goods":[54],"into":[55],"market":[57,317],"non-disclosure":[59],"sources,":[62],"among":[63],"challenges.":[65],"dilemma":[67],"further":[69],"confounded":[70],"by":[71,177],"lack":[73],"clarity":[75],"on":[76,94,304],"what":[77],"determines":[78],"consumer":[79,95,245,276,292],"preferences.":[80],"The":[81,106,112,170,235,256,278,324],"purpose":[82],"this":[84],"study":[85,107,116,147,174,181,236,257,279,325],"was":[86,117,124,136,156,162,175,196,206,210,216],"investigate":[88],"effects":[90],"brand":[93,240,260,262,265,300],"choice":[96,246],"amongst":[100],"institutional":[101],"consumers":[102,331],"Kericho":[104,118],"town.":[105],"adopted":[108],"survey":[110,293],"design.":[111],"location":[113],"town,":[119],"target":[122],"population":[123],"74":[125],"institutions":[126,151],"with":[127,247],"237":[128],"respondents.":[129],"A":[130],"sample":[131,149],"size":[132],"146":[134],"respondents":[135],"adopted.":[137],"Purposive":[138],"stratified":[140],"sampling":[141],"techniques":[142],"were":[143,228],"used":[144,229],"respondents,":[153],"respectively.":[154],"Data":[155],"collected":[157],"using":[158,218],"questionnaire,":[160],"deemed":[163],"suitable":[165],"instrument":[166],"study.":[169],"reliability":[171,203],"ascertained":[176],"doing":[178],"pilot":[180],"different":[184],"town":[185],"believed":[186],"have":[188],"same":[190],"characteristics":[191],"location.":[194],"Reliability":[195],"determined":[197],"through":[198,290],"Cronbach\u2019s":[199],"Alpha":[200],"method,":[201],"where":[202],"score":[204],"0.8":[205],"considered":[207,269],"ideal.":[208],"SPSS":[209],"utilized":[211],"analyze":[213],"data":[214],"that":[215,238,259,281],"presented":[217],"frequency":[219],"tables,":[220],"bar":[221],"charts":[222],"pie":[224],"charts.":[225],"Descriptive":[226],"statistics":[227],"analysis":[232],"data.":[234],"found":[237],"affected":[244],"mean":[249],"value":[250],"0.312":[252],"(p=0.000":[253],"<":[254],"0.05).":[255],"concluded":[258],"recalling,":[261],"awareness":[263],"loyalty":[266],"should":[267,286],"be":[268,287,327],"while":[270,318],"branding":[271],"since":[272],"it":[273],"contributes":[274],"choice.":[277],"recommended":[280],"manufacturers":[282],"more":[288],"consumer-oriented":[289],"conducting":[291],"order":[295],"enable":[297],"them":[298],"based":[303],"customer":[305],"expectation":[306],"consider":[308],"setting":[309],"affordable":[310],"prices":[311],"all":[313],"players":[314],"making":[319],"products.":[323],"will":[326],"significant":[328],"manufacturers,":[330],"government":[335],"agencies":[336],"researchers.":[338]},"counts_by_year":[{"year":2021,"cited_by_count":1}],"updated_date":"2026-10-28T10:33:24.094632","created_date":"2019-12-05T00:00:00"}