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

Zaki Muhammad ABBAS Bhaya () and Basim Abbas KRAIDY Jassmy ()
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Zaki Muhammad ABBAS Bhaya: The Bucharest University of Economic Studies, Romania
Basim Abbas KRAIDY Jassmy: The Bucharest University of Economic Studies, Romania

Management and Economics Review, 2018, vol. 3, issue 2, 161-174

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.

Keywords: brand equity; brand loyalty. Journal: MANAGEMENT AND ECONOMICS REVIEW (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:rom:merase:v:3:y:2018:i:2:p:161-174

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