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Customer-based brand equity and firms' performance in the telecom industry

Author

Listed:
  • Muhammad Farooq Buzdar
  • Saquib Y. Janjua
  • Mian Asif Khurshid

Abstract

The paper investigates the relationship between customer-based brand equity (CBBE) and the performance of mobile communication companies. A self-administered survey questionnaire was used to collect empirical data on brand perception along with secondary data on cellular companies' performance based on their customer base. The findings reveal strong positive relationship between CBBE and company's performance. In brand equity element, perceived quality has strongest direct effect on company performance whereas brand image has slightest effect. The study put forward some useful insights into a comprehensive understanding of CBBE in telecommunication industry. The findings are more useful to practitioners in a way to understand link between brand perception elements and organisational performance. The findings of the study assist cellular companies to develop effective advertising campaign and design customer satisfaction policies and programmes.

Suggested Citation

  • Muhammad Farooq Buzdar & Saquib Y. Janjua & Mian Asif Khurshid, 2016. "Customer-based brand equity and firms' performance in the telecom industry," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 25(3), pages 334-346.
    • Handle: RePEc:ids:ijsoma:v:25:y:2016:i:3:p:334-346
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    Cited by:

    1. Muhammad Naseer & Ayaz ul Haq & Muhammad Farooq, 2018. "Antecedent of Employees’ Career Satisfaction: An Empirical Investigation of Pharmaceutical Sector of Pakistan," 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(7), pages 281-299, July.
    2. Ullah, Nazim, 2021. "An Analysis of Celcom Axiata Berhad-A Review of Strategic Plan," MPRA Paper 108578, University Library of Munich, Germany, revised 01 Jan 2021.

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