Disentangling the Influence of Brand Equity on Customer Satisfaction: A Perspective from Mobile Phone Users in Malaysia

This study investigates the relationship between brand equity dimensions and customer satisfaction among mobile phone users in Malaysia. Using multiple regression analysis, the research examines the impact of brand association, perceived quality, brand awareness, and brand loyalty on customer satisfaction. Findings reveal that brand association, perceived quality, and brand awareness have significant positive effects on customer satisfaction, while brand loyalty does not show a significant impact. Brand association emerges as the strongest predictor of customer satisfaction, followed by perceived quality and brand awareness. These results highlight the importance of enhancing perceived quality, building brand awareness, and cultivating positive brand associations for mobile phone companies to improve customer satisfaction and strengthen their market position. The study contributes empirical evidence to the understanding of brand equity and customer satisfaction within the context of the Malaysian mobile phone industry, providing practical implications for marketers and brand managers. Future research directions include exploring the moderating roles of demographic and cultural factors, as well as the integration of customer service, price, and social influence, to gain a more comprehensive understanding of customer satisfaction.