Brand Equity and Brand Loyalty: New Perspective

Abd M. Alkhawaldeh; Salniza Md. Salleh; Fairol Bin Halim

Brand Equity and Brand Loyalty: New Perspective

Year 2016, Volume: 6 Issue: 4, 722 - 730, 01.09.2016

Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim

Abstract

Brand Equity and Brand Loyalty: New Perspective

Year 2016, Volume: 6 Issue: 4, 722 - 730, 01.09.2016

Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim

Abstract

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

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Details

Other ID	JA79BS79FM
Journal Section	Research Article
Authors	Abd M. Alkhawaldeh This is me Salniza Md. Salleh This is me Fairol Bin Halim This is me
Publication Date	September 1, 2016
Published in Issue	Year 2016 Volume: 6 Issue: 4

Cite

APA	Alkhawaldeh, A. M., Salleh, S. M., & Halim, F. B. (2016). Brand Equity and Brand Loyalty: New Perspective. International Review of Management and Marketing, 6(4), 722-730.
AMA	Alkhawaldeh AM, Salleh SM, Halim FB. Brand Equity and Brand Loyalty: New Perspective. IRMM. September 2016;6(4):722-730.
Chicago	Alkhawaldeh, Abd M., Salniza Md. Salleh, and Fairol Bin Halim. “Brand Equity and Brand Loyalty: New Perspective”. International Review of Management and Marketing 6, no. 4 (September 2016): 722-30.
EndNote	Alkhawaldeh AM, Salleh SM, Halim FB (September 1, 2016) Brand Equity and Brand Loyalty: New Perspective. International Review of Management and Marketing 6 4 722–730.
IEEE	A. M. Alkhawaldeh, S. M. Salleh, and F. B. Halim, “Brand Equity and Brand Loyalty: New Perspective”, IRMM, vol. 6, no. 4, pp. 722–730, 2016.
ISNAD	Alkhawaldeh, Abd M. et al. “Brand Equity and Brand Loyalty: New Perspective”. International Review of Management and Marketing 6/4 (September 2016), 722-730.
JAMA	Alkhawaldeh AM, Salleh SM, Halim FB. Brand Equity and Brand Loyalty: New Perspective. IRMM. 2016;6:722–730.
MLA	Alkhawaldeh, Abd M. et al. “Brand Equity and Brand Loyalty: New Perspective”. International Review of Management and Marketing, vol. 6, no. 4, 2016, pp. 722-30.
Vancouver	Alkhawaldeh AM, Salleh SM, Halim FB. Brand Equity and Brand Loyalty: New Perspective. IRMM. 2016;6(4):722-30.