Khartoum University Journal of
Management Studies

OFFICIAL PUBLICATION OF THE SCHOOL OF MANAGEMENT STUDIES, UNIVERSITY OF KHARTOUM
  • Abbreviation: Khartoum Univ. J. Manage. Stud.
  • Language: English
  • ISSN: 1585-8069
  • DOI: 10.5897/KUJMS
  • Start Year: 1994
  • Published Articles: 35

Impact of Consumer-Based Brand Equity on consumer satisfaction and Trust: Empirical Evidence from the Telecommunication Companies in Sudan

Dalia Mohammed Alzubeir
  • Dalia Mohammed Alzubeir
  • University of Khartoum, Sudan.
  • Google Scholar
Ahmed Hamza Khalifa
  • Ahmed Hamza Khalifa
  • University of Khartoum, Sudan.
  • Google Scholar


  •  Received: 30 November 2012
  •  Published: 31 December 2012

Abstract

This study presents a conceptual model of bran equity from the perspective of the customer. It aimed to examine the effects of the brand equity components satisfaction and customer trust. A quantitative methodology was adopted. The data is based on a survey conducted in sales points, resulting in 226 surveys. Factor Analysis was conducted to identify dimensions of brand equity and its constructs. Principal component Analysis with subsequent rotation (varimax) was was conducted and regression analysis was performed to test the hypothesis. The findings indicated that brand equity components (quality practices guarantees (QPG), brand image (BI) & brand ethics (BE)) played a significant role in shaping the customer trust (CT) & support mediating role of customer satisfaction (CS). Whereas brand awareness (BA) is not significant with customer satisfaction and customer trust. These findings should be valuable to any brand manager who is focusing on building or managing brand.

Keywords: Brand Equity, Customer Satisfaction, and Customer Trust