Brand Equity and Brand Loyalty: New Perspective

Abdelbaset M. Alkhawaldeh, Salniza Md. Salleh and Fairol Bin Halim
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Abdelbaset M. Alkhawaldeh: School of Business Management, University Utara Malaysia, Kedah, Malaysia
Salniza Md. Salleh: School of Business Management, University Utara Malaysia, Kedah, Malaysia
Fairol Bin Halim: School of Business Management, University Utara Malaysia, Kedah, Malaysia.

International Review of Management and Marketing, 2016, vol. 6, issue 4, 722-730

Abstract: Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to address the mixed results in earlier researches and to close this gap in literature of marketing. The research applies Partial least squares structural equation modeling (PLS-SEM) techniques to a sample of 208 voters to test hypothesized relationships. Interestingly, the findings show that there is a positive support for two of hypotheses, meanwhile the others rejected.

Keywords: Political Brand; Brand Loyalty; Brand Equity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eco:journ3:2016-04-11

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