Purpose – The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market performance. Current literature has focused on building and...

Purpose: With increasing competition, Islamic banks in Kuwait are currently facing difficulties in retaining their customers as customers now have the option to switch from one bank to another. As the banking industry offers almost identical products and services, customers are more likely to...

Purpose – Several studies on corporate reputation have proposed a customer‐based approach for assessing corporate reputation. Other studies proposed examining corporate reputation from the perspective of other primary stakeholder groups such as employees, investors or suppliers. Hence this...

Purpose – The purpose of this empirical research is to study the main factors affecting the green brand preference in the telecom industry in Egypt as an example of an emerging innovative market. Design/methodology/approach – The researchers develop a conceptual framework highlighting the...

Over the last couple of decades, the mobile communication companies have been growing rapidly and it plays a major role in the emerging economies that can't be underestimated. This study was conducted to better understand the factors that lead to brand loyalty in the Egyptian mobile retail...

Purpose – Higher education is one of the key sectors in any economy that plays a major role in the sustainability and enhancement of the society. Hence, the new reform program in the European higher education aims to create a quality culture within the universities. This paper presents a...