| Popis: |
The purpose of this study is to determine the effects of customer based brand equity dimensions that only generated through marketing communications on customer based brand equity in the Jordanian market for mobile phones. 471 self-administrative questionnaires were analyzed through structural equation modeling to test hypotheses. The results of the analyses showed that brand associations, brand awareness, brand loyalty, and perceived quality have significant effects on customer based brand equity. However, brand trust and brand attachments have no significant effects. This research contributes by developing a valid and reliable model of brand equity’s dimensions as and output of marketing communications and their effects on customer based brand equity, while also giving the opportunities for marketers to know how the consumers perceive the marketing communications. And also it opens doors for new researches to study why trust and attachments as an output of marketing communications do not actually affecting customer based brand equity. |
