The impact of marketing efforts on brand equity : a case of Samsung brand in Sudan

Joint Authors

Mansur, Ilham Hasan Fath al-Rahman Hajj
Diyab, Daliyah Muhammad al-Zubayr

Source

Journal of Science and Technology : in Economic Sciences

Issue

Vol. 16, Issue 2 (31 Dec. 2015), pp.1-13, 13 p.

Publisher

Sudan University of Science and Technology Deanship of Scientific Research

Publication Date

2015-12-31

Country of Publication

Sudan

No. of Pages

13

Main Subjects

Marketing

Abstract EN

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.

American Psychological Association (APA)

Diyab, Daliyah Muhammad al-Zubayr& Mansur, Ilham Hasan Fath al-Rahman Hajj. 2015. The impact of marketing efforts on brand equity : a case of Samsung brand in Sudan. Journal of Science and Technology : in Economic Sciences،Vol. 16, no. 2, pp.1-13.
https://search.emarefa.net/detail/BIM-954040

Modern Language Association (MLA)

Diyab, Daliyah Muhammad al-Zubayr& Mansur, Ilham Hasan Fath al-Rahman Hajj. The impact of marketing efforts on brand equity : a case of Samsung brand in Sudan. Journal of Science and Technology : in Economic Sciences Vol. 16, no. 2 (2015), pp.1-13.
https://search.emarefa.net/detail/BIM-954040

American Medical Association (AMA)

Diyab, Daliyah Muhammad al-Zubayr& Mansur, Ilham Hasan Fath al-Rahman Hajj. The impact of marketing efforts on brand equity : a case of Samsung brand in Sudan. Journal of Science and Technology : in Economic Sciences. 2015. Vol. 16, no. 2, pp.1-13.
https://search.emarefa.net/detail/BIM-954040

Data Type

Journal Articles

Language

English

Notes

Includes bibliographical references : p. 11-13

Record ID

BIM-954040