Factors Impact on Brand Equity of Smartphones: An Analysis

Abstract

This research examines the crucial elements of brand equity inside the competitive smartphone market of Bangladesh. Along with a quantitative survey of 92 smartphone users and proceeding multiple regression analysis, the study empirically tests the impact of four critical dimensions—brand loyalty, perceived quality, brand associations, and brand awareness—on overall brand equity.

The findings disclose a robust and statistically notable model, explaining 76.8% of the variance in Overall Brand Equity. Brand Loyalty appears as the single most powerful predictor, underscoring the supreme importance of cultivating a devoted customer base. Perceived Quality and Brand Awareness also demonstrate to be remarkable and effective contributors. Interestingly, while Brand Associations appear a positive correlation, it is not a statistically significant predictor in the presence of the other three factors in this model.

The study concludes that for smartphone brands in Bangladesh, a hierarchical strategy focused first on fostering loyalty, then on delivering and communicating quality, and finally on building broad awareness is the most effective path to building strong, valuable brand equity.