CALL FOR PAPERS

CERTIFICATE

IMPACT FACTOR 2021

Subject Area

  • Life Sciences / Biology
  • Architecture / Building Management
  • Asian Studies
  • Business & Management
  • Chemistry
  • Computer Science
  • Economics & Finance
  • Engineering / Acoustics
  • Environmental Science
  • Agricultural Sciences
  • Pharmaceutical Sciences
  • General Sciences
  • Materials Science
  • Mathematics
  • Medicine
  • Nanotechnology & Nanoscience
  • Nonlinear Science
  • Chaos & Dynamical Systems
  • Physics
  • Social Sciences & Humanities

Why Us? >>

  • Open Access
  • Peer Reviewed
  • Rapid Publication
  • Life time hosting
  • Free promotion service
  • Free indexing service
  • More citations
  • Search engine friendly

Plagiarism Detection

IJCR is following an instant policy on rejection those received papers with plagiarism rate of more than 20%. So, All of authors and contributors must check their papers before submission to making assurance of following our anti-plagiarism policies.

 

 

 

 

Customer based brand equity and brand management: a study of private mobile telecommunication operators in northern bangladesh

Author: 
Dr. Md. Zahid Hossain, Dr. Mohammad Rafiul Azam Khan and Md. Byzed Ahmed Rony
Subject Area: 
Social Sciences and Humanities
Abstract: 

Rapid technological advancement, convergence of the high-tech technologies, liberalization has turned the mobile telecom industry in Bangladesh into a dynamic industry with a strong base of subscribers. The study aims to measure brand equity of three private mobile operators; Grameenphone Limited (GP), Robi Axiata Limited (Robi), and Banglalink Digital Communications Limited (Banglalink) in Bangladesh using Keller’s Customer Based Brand Equity (CBBE) Model. The research study is descriptive in nature and quantitative in approach. Hajee Danesh University of Science and Technology, Dinajpur and Begum Rokeya University, Rangpur from the northern part of Bangladesh has been selected purposively. To measure CBBE, a survey has been conducted through convenient sampling technique with 384 students of those who are subscribers of these three mobile telecom operators and uses their SIM as prime. The study shows, in all the constructs e.g. brand salience, performance, image, judgment, feelings, and resonance of CBBE brand pyramid model, GP ranks top, Robi second and Banglalink in the bottom. The study also reveals, GP stands the top followed by Robi and Banglalink in every construct of the brand pyramid. Furthermore, as all the companies are very close to each other in every constructs of the CBBE brand pyramid, they should work on it more to gain sustainable competitive advantage. It also shows, every company has the chance to develop in all the constructs as indicated in measurement (point) scales. Therefore, to gain competitive advantage and continue in a sustainable manner, CBBE is a key to success in brand management.

PDF file: 

Announcement

INTERNATIONAL JOURNAL OF CURRENT RESEARCH

FAST PUBLICATION : JULY 2022
IMPACT FACTOR: 7.992

Journal website: ...

IJMCE RECOMMENDATION

ONLINE PAYPAL PAYMENT

CURRENT ISSUE

NEWS

CHIEF EDITOR
Rosane Cavalcante Fragoso, Brasil
ASSOCIATE CHIEF EDITOR

   

Jean-Marc SABATIER
Chief Scientific Officer and Head of a Research Group
France

Advantages of IJCR

  • Rapid Publishing
  • Professional publishing practices
  • Indexing in leading database
  • High level of citation
  • High Qualitiy reader base
  • High level author suport

EDITORIAL BOARD

Dr. Abdul Hannan Abdul Mannan Shaikh
Saudi Arabia.
Luai Farhan Zghair
Iraq
Hasan Ali Abed Al-Zu’bi
Jordanian
Fredrick OJIJA
Tanzanian
Firuza M. Tursunkhodjaeva
Uzbekistan
Faraz Ahmed Farooqi
Saudi Arabia
Eric Randy Reyes Politud
Philippines
Elsadig Gasoom FadelAlla Elbashir
Sudan
Eapen, Asha Sarah
United State
Dr.Arun Kumar A
India
Dr. Zafar Iqbal
Pakistan
Dr. SHAHERA S.PATEL
India
Dr. Ruchika Khanna
India
Dr. Recep TAS
Turkey
Dr. Rasha Ali Eldeeb
Egypt
Dr. Pralhad Kanhaiyalal Rahangdale
India
DR. PATRICK D. CERNA
Philippines
Dr. Nicolas Padilla- Raygoza
Mexico
Dr. Mustafa Y. G. Younis
Libiya
Dr. Muhammad shoaib Ahmedani
Saudi Arabia
DR. MUHAMMAD ISMAIL MOHMAND
United State
DR. MAHESH SHIVAJI CHAVAN
India
DR. M. ARUNA
India
Dr. Lim Gee Nee
Malaysia
Dr. Jatinder Pal Singh Chawla
India
DR. IRAM BOKHARI
Pakistan
Dr. FARHAT NAZ RAHMAN
Pakistan
Dr. Devendra kumar Gupta
India
Dr. ASHWANI KUMAR DUBEY
India
Dr. Ali Seidi
Iran
Dr. Achmad Choerudin
Indonesia
Dr Ashok Kumar Verma
India
Thi Mong Diep NGUYEN
France
Dr. Muhammad Akram
Pakistan
Dr. Imran Azad
Oman
Dr. Meenakshi Malik
India
Aseel Hadi Hamzah
Iraq
Anam Bhatti
Malaysia
Md. Amir Hossain
Bangladesh
Ahmet İPEKÇİ
Turkey
Mirzadi Gohari
Iran