The Drivers of Brand Equity: Brand Image, Satisfaction and Trust

Abstract

This study is aimed to investigate the relationship between brand image, brand trust, brand satisfaction and brand equity. The study is based on primary data collected through questionnaire-based survey. Convenient sampling technique is used and a sample of 278 was selected in this study. Reliability and normality test (Cronbach Alpha = 0.674; significant values of Kolmogorov-Smirnov and Shapiro-Wilk) were used prior to the testing of hypothesis. Based on normality tests results, non-parametric correlation (Spearman's rho) test was conducted to test the hypothesis. It was found that brand trust, brand image and brand satisfaction are the significant factors of the brand equity. The descriptive statistics of mobile cell phone brands showed that major market share is captured by the Nokia (68%) and remaining share is captured by the rest of the brands in available in the market of mobile cell phones in Sukkur region. Based on findings of the study, it is suggested to the strategic policy makers in the mobile cell phone companies to heavily emphasize on the improvement of these three basic determinants in cutthroat competition in cell phone industry.