Journal of Management Sciences
ISSN: 2313-0113 (Online)
ISSN: 2413-8657 (Print)
Online From: 2014
Latest Issue | All Issues | Early Views
Frequency: 2 issues per year
Volume 1 Issue 1 - Latest Issue
Published: 2014
Published: 2014
| Article title | Determinants of Brand Equity of QMobile: A case study of Pakistan |
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| Author(s) | Arshian Aslam Sharif, Syed Waqas Bukhari |
| Keywords | Brand equity, brand loyalty, brand image, QMobile |
| Article type | Research paper |
| 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 signi cant impact on brand equity whereas brand response has no impact on brand equity dimension. |
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