INTERNATIONAL JOURNAL OF PROFESSIONAL STUDIES

The Impact Of Mobile Marketing On Consumer Based Brand Equity: Evidence From Brand Proliferation

Mustafa Hisham Al Saghrge

Altinbaş University, Institute of Graduate Studies, Business Administration, Turkey

Prof. Dr. Ozlem Ozarslan Saydar

Altinbaş University, Institute of Graduate Studies, Business Administration, Turkey

Download PDF

http://doi.org/10.37648/ijps.v19i01.014

Abstract

References

1. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120. https://doi.org/10.2307/41165845
2. Al-Hawary, S. I. S., & Obiadat, A. A. (2021). Does mobile marketing affect customer loyalty in Jordan? International Journal of Business Excellence, 23(2), 226–250. https://doi.org/10.1504/IJBEX.2021.113762
3. Al Sukaini, A. K. M. (2022). Digital marketing's influence on consumer purchasing decision: A case study in Iraq. Journal of Asian Multicultural Research for Social Sciences Study, 3(3), 120– 132. https://doi.org/10.47616/jamrsss.v3i3.287
4. Atheer Abdul Amir, H., & Huda Mahdi Hassan. (2020). The role of event marketing as a tool to achieve brand love for Zain Iraq Mobile Telecommunications Company. Muthanna Journal of Administrative & Economics Sciences, 10(4), 1–15.
5. Cobb-Walgren, C. J., Ruble, C. A., & Donthu, N. (1995). Brand equity, brand preference, and purchase intent. Journal of Advertising, 24(3), 25–40. https://doi.org/10.1080/00913367.1995.10673481
6. Febriani, S. M. (2021). The effect of marketing communication on brand equity with brand image, brand trust, and brand loyalty as the intervening variables. Marketing, 7(1), 7–16.
7. Keller, K. L., & Sood, S. (2003). Brand equity dilution. MIT Sloan Management Review, 45(1), 12–15.
8. Leppäniemi, M., Sinisalo, J., & Karjaluoto, H. (2006). A review of mobile marketing research. International Journal of Mobile Marketing, 1(1), 30–40.
9. Mahajan, V., Rao, V. R., & Srivastava, R. K. (1994). An approach to assess the importance of brand equity in acquisition decisions. Journal of Product Innovation Management, 11(3), 221–235. https://doi.org/10.1016/0737- 6782(94)90030-2
10. Moncey, A. A., & Baskaran, K. (2020, November). Digital marketing analytics: Building brand awareness and loyalty in UAE. 2020 IEEE International Conference on Technology Management, Operations and Decisions (ICTMOD) (pp. 1–8). IEEE. https://doi.org/10.1109/ICTMOD49425.2020.9380595
11. Pappu, R., Quester, P. G., & Cooksey, R. W. (2005). Consumer-based brand equity: Improving the measurement— Empirical evidence. Journal of Product & Brand Management, 14(3), 143– 154. https://doi.org/10.1108/10610420510601012
12. Salo, J., Sinisalo, J., & Karjaluoto, H. (2008). Intentionally developed business network for mobile marketing: A case study from Finland. Journal of Business & Industrial Marketing, 23(7), 497– 506. https://doi.org/10.1108/08858620810901242
13. Sharma, R. (2017). Building customer-based brand equity of domestic brands: Role of brand equity dimensions. Metamorphosis, 16(1), 45–59. https://doi.org/10.1177/0972622517694597
14. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing Science, 12(1), 28–52. https://doi.org/10.1287/mksc.12.1.28
15. Smutkupt, P., Krairit, D., & Ba Khang, D. (2012). Mobile marketing and consumer perceptions of brand equity. Asia Pacific Journal of Marketing and Logistics, 24(4), 539–560. https://doi.org/10.1108/13555851211265482
16. Wang, H., Wei, Y., & Yu, C. (2008). Global brand equity model: Combining customer-based with product-market outcome approaches. Journal of Product & Brand Management, 17(5), 305– 316. https://doi.org/10.1108/10610420810896095
17. Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211. https://doi.org/10.1177/0092070300282005

Back