International Journal of Research in Social Sciences
Year : 2019, Volume : 9, Issue : 7
First page : ( 555) Last page : ( 569)
Online ISSN : 2249-2496.

Corporate societal marketing programmes influence on brand equity with special focus on econet wireless, zimbabwe

Dzam. Tawanda

Online published on 7 October, 2019.

Abstract

The study was concerned with investigating the influence of corporate societal marketing on brand equity with a special focus on Econet Wireless, Zimbabwe. In this study deeper understanding on the influence of Corporate Societal Marketing (CSM) programmes on Brand Equity (BE) was achieved through in-depth interviews with five Econet Wireless, Zimbabwe marketing management. Purposive sampling technique was used to select five marketing management executives from Econet Wireless, Zimbabwe. Results of the study indicated Econet Wireless, Zimbabwe through its CSM programmes is positively influencing company's brand equity thus giving the company competitive advantage in terms of high brand awareness, increased customer brand loyalty, positive brand association, positive perceived quality and other competitive advantages.

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Keywords

Corporate Societal Marketing, Brand Equity, Brand Awareness, Brand Loyalty, Brand Association, Perceived Brand Quality and Other Proprietary Assets.

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