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.
Arshian Aslam Sharif, Syed Waqar Bukhari. (2014) Determinants of Brand Equity of QMobile: A Case Study of Pakistan, Journal of Management Sciences, Volume 1, Issue 1.
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