Brand Equity and Brand Loyalty: New Perspective

Abd M. Alkhawaldeh; Salniza Md. Salleh; Fairol Bin Halim

Makale detayları

Brand Equity and Brand Loyalty: New Perspective

Yazarlar:

Abd M. Alkhawaldeh | Salniza Md. Salleh | Fairol Bin Halim

Yayıncı:

İlhan ÖZTÜRK

Dergi:

International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.722-730

Belge Tipi:

Makale

Yayın Tarihi:

8/2016

Belge Dili:

Türkçe

Document ID (Org No.):

2000821511

Sıklık:

İki Aylık

eISSN:

2146-4405

Özet:

 

Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to address the mixed results in earlier researches and to close this gap in literature of marketing. The research applies PLS-SEM techniques to a sample of 208 voters to test hypothesized relationships. Interestingly, the findings show that there is a positive support for two of hypotheses, meanwhile the others rejected.

Makale detayları

Brand Equity and Brand Loyalty: New Perspective

Yazarlar: Abd M. Alkhawaldeh | Salniza Md. Salleh | Fairol Bin Halim

Yayıncı: İlhan ÖZTÜRK

Dergi: International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.722-730

Belge Tipi: Makale

Yayın Tarihi: 8/2016

Belge Dili: Türkçe

Document ID (Org No.): 2000821511

Sıklık: İki Aylık

eISSN: 2146-4405

Sayı

Yazarlar:

Abd M. Alkhawaldeh | Salniza Md. Salleh | Fairol Bin Halim

Yayıncı:

İlhan ÖZTÜRK

Dergi:

International Review of Management and Marketing 2016 Vol.6 Issue 4, pp.722-730

Belge Tipi:

Makale

Yayın Tarihi:

8/2016

Belge Dili:

Türkçe

Document ID (Org No.):

2000821511

Sıklık:

İki Aylık

eISSN:

2146-4405