Determinants of Brand Equity of QMobile: A case study of Pakistan.
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 significant impact on brand equity whereas brand response has no impact on brand equity dimension.
Year of publication: |
2014
|
---|---|
Authors: | Sharif, Arshian Aslam ; Bukhari, Syed Waqas |
Published in: |
Journal of Management Sciences. - Iqra University, Faculty of Management Sciences. - Vol. 1.2014, 1, p. 49-60
|
Publisher: |
Iqra University, Faculty of Management Sciences |
Subject: | Brand equity | brand loyalty | brand image | QMobile |
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