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

Arshian Sharif () and Syed Waqas Bukhari
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Syed Waqas Bukhari: Faculty of Management Science, IQRA University Karachi.

Journal of Management Sciences, 2014, vol. 1, issue 1, 49-60

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.

Keywords: Brand equity; brand loyalty; brand image; QMobile (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:gei:journl:v:1:y:2014:i:1:p:49-60

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