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
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