The Impact of marketing efforts on Brand Equity: A Case of Samsung Brand in Sudan

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Date
2015
Authors
Diab, Dalia Mohammed Alzubeir
Mansour, Ilham Hassan Fathelrahman
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Journal ISSN
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Publisher
University of Khartoum
Abstract
This study investigates the relationships between selected marketing mix elements in the creation of brand equity at Samsung Company-Sudan. In order to achieve the research objectives and to test its hypotheses data was collected by deploying questionnaire for 368 Samsung customers in Sudan. The research results reveal that marketing efforts have a significant effect on perceived quality and brand loyalty; whereas marketing activities have partial significant effect on brand image and brand awareness. The test results also show that all the marketing-mix efforts except advertising spending affect the overall value of brand equity.
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Keywords
strategic brand management, marketing efforts, brand equity
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