Brand Equity and Brand Loyalty: New Perspective

Yıl 2016, Cilt: 6 Sayı: 4, 722 - 730, 01.09.2016

Abd M. Alkhawaldeh Salniza Md. Salleh Fairol Bin Halim

Öz

Brand Equity and Brand Loyalty: New Perspective

Öz

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.

Anahtar Kelimeler

Political brand, Brand loyalty, Brand equity