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Journal of Management Sciences - Volume 1, Issue 1 2014
By Arshian Aslam Sharif, Syed Waqas Bukhari
10.20547/jms.2014.1401104
Keywords: Brand equity, brand loyalty, brand image, Qmobile
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.