The Impact of Brand Authenticity on Brand Equity: A Study on Mobile Telecommunication Services in Bangladesh

Abstract

The main topic of this report is to measure the influence of Brand Authenticity (BA) on Brand Loyalty (BL) and Overall Brand Equity (OBE) in the context of mobile telecommunication services in Bangladesh. In this report, I worked with three brands. They are iPhone, Samsung and symphony. The study also intends to measure the influence of Brand Authenticity (BA) and Perceived Quality (PQ) on Overall Brand Equity (OBE) the context of mobile telecommunication services in Bangladesh. Here the sample size was 90. The sampling technique was non-probabilistic in nature. The study found that there are variations in Brand Authenticity (BA), Perceived Quality (PQ), Brand Loyalty (BL), overall brand equity (OBE) across the brands considered in the study in the context of mobile telecommunication services in Bangladesh. The study found statistically significant influences of Brand Authenticity (BA) and Perceived Quality (PQ) on Brand Loyalty (BL) considered in the context of mobile telecommunication services in Bangladesh. There were also statistically significant influences of Brand Authenticity (BA) and Perceived Quality (PQ) on Overall Brand Equity (OBE) considered in the context of mobile telecommunication services in Bangladesh.