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

Research Article

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 signicant impact on brand equity whereas brand response has no impact on brand equity dimension.

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