Brand Equity and Brand Loyalty: New Perspective
Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to add...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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EconJournals
2016-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/2659 |
| _version_ | 1797918378458873856 |
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| author | Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim |
| author_facet | Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim |
| author_sort | Abd M. Alkhawaldeh |
| collection | DOAJ |
| description |
Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to address the mixed results in earlier researches and to close this gap in literature of marketing. The research applies PLS-SEM techniques to a sample of 208 voters to test hypothesized relationships. Interestingly, the findings show that there is a positive support for two of hypotheses, meanwhile the others rejected.
Keywords: Political brand, Brand loyalty, Brand equity
JEL Classification: M 31
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| first_indexed | 2024-04-10T13:28:13Z |
| format | Article |
| id | doaj.art-a74435f5b60b4c8289e7131f5eab59b8 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T13:28:13Z |
| publishDate | 2016-10-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-a74435f5b60b4c8289e7131f5eab59b82023-02-15T16:11:46ZengEconJournalsInternational Review of Management and Marketing2146-44052016-10-0164Brand Equity and Brand Loyalty: New PerspectiveAbd M. Alkhawaldeh0Salniza Md. SallehFairol Bin HalimSchool of Business and Management, College of Business, Universiti Utara Malaysia Several studies have examined the antecedents of brand loyalty, whereas little research mentioned in political marketing context. This research empirically aims to investigate the relationship between multi dimensions of brand equity and loyalty to party brand among Jordanian voters in order to address the mixed results in earlier researches and to close this gap in literature of marketing. The research applies PLS-SEM techniques to a sample of 208 voters to test hypothesized relationships. Interestingly, the findings show that there is a positive support for two of hypotheses, meanwhile the others rejected. Keywords: Political brand, Brand loyalty, Brand equity JEL Classification: M 31 http://mail.econjournals.com/index.php/irmm/article/view/2659 |
| spellingShingle | Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim Brand Equity and Brand Loyalty: New Perspective International Review of Management and Marketing |
| title | Brand Equity and Brand Loyalty: New Perspective |
| title_full | Brand Equity and Brand Loyalty: New Perspective |
| title_fullStr | Brand Equity and Brand Loyalty: New Perspective |
| title_full_unstemmed | Brand Equity and Brand Loyalty: New Perspective |
| title_short | Brand Equity and Brand Loyalty: New Perspective |
| title_sort | brand equity and brand loyalty new perspective |
| url | http://mail.econjournals.com/index.php/irmm/article/view/2659 |
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