Articlebronze2014

Determinants of Brand Equity of QMobile: A case study of Pakistan

15 citations0/0 files storedJournal of Management Sciences

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

The purpose of this paper is to examine the determinants of brand equity of QMobile users. A random survey was taken using a systematic sampling of colleges and universities in a metropolitan city, Karachi, Pakistan. The questionnaire was used to collect data. The impact of each determinant was explored by using factor analysis and multiple regression analysis. The results suggested that all the determinants have a signicant impact on brand equity whereas brand response has no impact on brand equity dimension.

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1995Measuring customer‐based brand equity 2005Consumer‐based brand equity: improving the measurement – empirical evidence 2007Does image of country‐of‐origin matter to brand equity?2009Measuring customer‐based brand equity: empirical evidence from the sportswear market in China 2010Consumer‐based brand equity for Australia as a long‐haul tourism destination in an emerging market 2006Does customer satisfaction lead to improved brand equity? An empirical examination of two categories of retail brands 2012Factors influencing mobile services adoption: a brand‐equity perspective 2011Brand equity in higher education

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