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

Author

Listed:
  • Arshian Aslam Sharif

    (Faculty of Management Science, IQRA University Karachi.)

  • Syed Waqas Bukhari

    (Faculty of Management Science, IQRA University Karachi.)

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 significant impact on brand equity whereas brand response has no impact on brand equity dimension.

Suggested Citation

  • Arshian Aslam Sharif & Syed Waqas Bukhari, 2014. "Determinants of Brand Equity of QMobile: A case study of Pakistan," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 1(1), pages 49-60, March.
    • Handle: RePEc:gei:journl:v:1:y:2014:i:1:p:49-60
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    Cited by:

    1. Syed Mir Muhammad Shah & Ramsha Ali & Abdul Samad Dahri & Noor Ahmed Brohi & Zulfiqar Ahmed Maher & Waseem-Ul-Hameed, 2018. "Determinants of Job Satisfaction among Nurses: Evidence from South Asian Perspective," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 19-26, May.
    2. Azhar Susanto & Meiryani Meiryani, 2019. "The impact of Environmental Accounting Information System Alignment on Firm Performance and Environmental Performance: A case of Small and Medium Enterprises s of Indonesia," International Journal of Energy Economics and Policy, Econjournals, vol. 9(2), pages 229-236.
    3. Tariq Jalees, Nimra Shahid, Huma Tariq, 2015. "An Empirical Investigation on the Effect of Brand Loyalty," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 2(1), pages 166-184, March.
    4. Winwin Yadiati & Nissa Nissa & Sugiono Paulus & Harry Suharman & Meiryani Meiryani, 2019. "The Role of Green Intellectual Capital and Organizational Reputation in Influencing Environmental Performance," International Journal of Energy Economics and Policy, Econjournals, vol. 9(3), pages 261-268.

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