Session
Management, Business and Economics
Description
The main reason for studying Brand Equity of ISPs arises from the motivation of improving marketing productivity in this sector. Given increasing competition, higher costs of technology adoption, flattened demand, ISP managers need a thorough understanding of customer behavior in order to increase the efficiency of marketing expenses and enhance customer loyalty. This study identifies customer’s differentiated response towards ISPs and motives in choosing a brand instead of another. In June 2014, a survey among 998 adult connected urban households in Albania has been conducted. A well-structured questionnaire, designed on the basis of Keller’s Brand Equity Model evaluate consumer awareness, attitudes and perceptions, relationship and satisfaction with current ISP as key driver to consumer loyalty. The results reveal the existence of different segments in the Internet Service Providers (ISP) market and conclude with a set of implications to guide practitioners and to stimulate future research.
Keywords:
Brand Equity, Brand Loyalty, Brand Satisfaction, Brand Awareness, Internet Service Providers, Albania
Proceedings Editor
Edmond Hajrizi
ISBN
978-9951-550-12-3
First Page
26
Last Page
32
Location
Durres, Albania
Start Date
7-11-2015 9:00 AM
End Date
7-11-2015 5:00 PM
DOI
10.33107/ubt-ic.2015.18
Recommended Citation
Buhaljoti, Ana, "An empirical evaluation of customer-based brand equity of Internet Service Providers (ISPs) in Albania" (2015). UBT International Conference. 18.
https://knowledgecenter.ubt-uni.net/conference/2015/all-events/18
Included in
An empirical evaluation of customer-based brand equity of Internet Service Providers (ISPs) in Albania
Durres, Albania
The main reason for studying Brand Equity of ISPs arises from the motivation of improving marketing productivity in this sector. Given increasing competition, higher costs of technology adoption, flattened demand, ISP managers need a thorough understanding of customer behavior in order to increase the efficiency of marketing expenses and enhance customer loyalty. This study identifies customer’s differentiated response towards ISPs and motives in choosing a brand instead of another. In June 2014, a survey among 998 adult connected urban households in Albania has been conducted. A well-structured questionnaire, designed on the basis of Keller’s Brand Equity Model evaluate consumer awareness, attitudes and perceptions, relationship and satisfaction with current ISP as key driver to consumer loyalty. The results reveal the existence of different segments in the Internet Service Providers (ISP) market and conclude with a set of implications to guide practitioners and to stimulate future research.