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

Year: 2014

Type: article

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.

Source: Journal of Management Sciences

DOI: 10.20547/jms.2014.1401104

Authors: Arshian Sharif, Syed Waqas Bukhari

Institution: Iqra University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: bronze

OpenAlex ID: W207165294

FWCI: 3.215

Cites: 20

Cited by: 15

Related to: 10