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The Impact of Brand Equity on the Achievement Customers' Loyalty to the Brand: An Empirical Study of a Sample of Vodafone's Customers

Author

Listed:
  • Zaki Muhammad ABBAS BHAYA

    (The Bucharest University of Economic Studies, Romania)

  • Basim Abbas KRAIDY JASSMY

    (The Bucharest University of Economic Studies, Romania)

Abstract

This study aims to discover the role of the brand equity in the process to achieving the brand loyalty from customer perspective, which is represented the dominant perspective and favored by the majority of academics and practitioners in Marketing Research, This research was focused on the study of customer-based brand equity of the opinions of customers' sample of Vodafone. The research sample included (100) customer which refers to how responsive customer to Vodafone brand. The authors examined all the variables of the questionnaire by using (factor analysis). The study is showed the role of this perspective in satisfying the desires of customers, and revealed a number of conclusions that refers the importance of the brand equity to the customers in creating brand loyalty.

Suggested Citation

  • Zaki Muhammad ABBAS BHAYA & Basim Abbas KRAIDY JASSMY, 2018. "The Impact of Brand Equity on the Achievement Customers' Loyalty to the Brand: An Empirical Study of a Sample of Vodafone's Customers," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 3(2), pages 161-174, December.
    • Handle: RePEc:rom:merase:v:3:y:2018:i:2:p:161-174
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    References listed on IDEAS

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    1. Sanaz Farjam & Xu Hongyi, 2015. "Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(8), pages 14-29, July.
    2. Sinha, Ashish & Gazley, Aaron & Ashill, Nicholas J., 2008. "Measuring Customer Based Brand Equity using Hierarchical Bayes Methodology," Australasian marketing journal, Elsevier, vol. 16(1), pages 3-19.
    3. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
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    More about this item

    Keywords

    brand equity; brand loyalty. Journal: MANAGEMENT AND ECONOMICS REVIEW;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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