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Brand Equity and Brand Loyalty: New Perspective

Author

Listed:
  • Abdelbaset M. Alkhawaldeh

    (School of Business Management, University Utara Malaysia, Kedah, Malaysia)

  • Salniza Md. Salleh

    (School of Business Management, University Utara Malaysia, Kedah, Malaysia)

  • Fairol Bin Halim

    (School of Business Management, University Utara Malaysia, Kedah, Malaysia.)

Abstract

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 Partial least squares structural equation modeling (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.

Suggested Citation

  • Abdelbaset M. Alkhawaldeh & Salniza Md. Salleh & Fairol Bin Halim, 2016. "Brand Equity and Brand Loyalty: New Perspective," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 722-730.
    • Handle: RePEc:eco:journ3:2016-04-11
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    References listed on IDEAS

    as
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    Cited by:

    1. Abdelbaset M. Alkhawaldeh & Bilal Mohammad Eneizan, 2018. "Factors Influencing Brand Loyalty in Durable Goods Market," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(1), pages 326-339, January.
    2. Stahl, B.C. & Andreou, A. & Brey, P. & Hatzakis, T. & Kirichenko, A. & Macnish, K. & Laulhé Shaelou, S. & Patel, A. & Ryan, M. & Wright, D., 2021. "Artificial intelligence for human flourishing – Beyond principles for machine learning," Journal of Business Research, Elsevier, vol. 124(C), pages 374-388.
    3. Syahida Abd Aziz & Muhammad Shahar Jusoh & Mohammad Harith Amlus, 2017. "Investigating Critical Success Factors of Brand Loyalty: A Meta-data Analysis Approach," International Review of Management and Marketing, Econjournals, vol. 7(3), pages 233-237.
    4. Lecoutere, Els & van den Berg, Marrit & de Brauw, Alan, 2023. "Changes in women’s empowerment in the household, women’s diet diversity, and their relationship against the background of COVID-19 in southern Bangladesh," Journal of Asian Economics, Elsevier, vol. 84(C).

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    More about this item

    Keywords

    Political Brand; Brand Loyalty; Brand Equity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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