Review paper
The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan
Abstract
The purpose of this research is to study the effect of services marketing mix elements on customer-based brandequity through empirical study of mobile telecommunication service recipients. It also aims to determine theinfluence of such elements on customer-based brand equity and to reveal which is the most influential.We employed a questionnaire-based survey consisting of 56 questions and distributed to 1,930 respondents in thethree largest...
Paper Details
Title
The Effect of Services Marketing Mix Elements on Customer-Based Brand Equity: An Empirical Study on Mobile Telecom Service Recipients in Jordan
Published Date
May 16, 2013
Volume
8
Issue
11
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