Influence of Brand Awareness on Buying Behavior of Insurance Consumers in Kenya
Authors: 1Kangethe Gabriel Gitau, 2Gilbert arap Bor, 3Grace Mureithi 1,2,3Faculty of Marketing and Management School of Business, Catholic University of Eastern Africa P. O. Box 908-30100, Eldoret Email: gabbygitau@outlook.com ABSTRACT Brand awareness measures the accessibility of the brand in memory and is measured through brand recall/brand recognition. In the context of a given specific product […]