An assessment of the impact of brand equity on customer loyalty: case study of H2O International Watersafe Solutions
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The aim of this study is to assess the impact that brand equity has on the formation of customer loyalty for water dispensers, H2O brand sold by H2O International and watersafe solution. For the purpose of this study, brand equity is made up of brand awareness and brand image. Data collection was done using self-administered and electronically mailed questionnaires. A sum of 200 questionnaires was gathered from a sample of 200 respondents. A causal research design was used to gather data. Analysis was done using Statistical Packages for Social Sciences (SPSS version 16.0). The result of regression analysis indicates a relationship between brand awareness and customer loyalty and brand image and customer loyalty. The result of a correlation analysis also showed that there is a relationship between brand awareness and brand image. The researcher concluded that brand image and brand awareness have a positive impact on the formation of customer loyalty. The proper implementation and management of the two dimensions will build brand equity and create customers that are loyal to the H2O brand that H2O INTERNATIONAL AND WATERSAFE SOLUTIONS sells.
- Department of Marketing