MEASURING THE IMPACT OF THE CUSTOMER-BASED BRAND EQUITY (CBBE) DIMENSION ON BRAND LOYALTY: A STUDY ON SELECTED SMARTPHONES IN BANGLADESH

One of the most vital issues in brand building is Customer-based brand equity. Any brand can measure its brand equity grounded on some proportions like salience, performance, imagination, judgment, feelings, and resonance. This study aims to measure the effect of the customer-based brand equity dimension on brand loyalty and investigate the effects of those dimensions on their purchasing intentions. Both online and offline surveys were conducted through a self-structured questionnaire that was distributed randomly and conveniently among young consumers in Bangladesh, and data were collected from 220 respondents, whereas 200 completed final questionnaires were considered for the final study. All of the needed reliability and validity have been tested. Structured Equation Modeling (SEM) has been applied to examine the proposed hypothesis of the study with the help of SPSS (version 21). The results of this study show that, in the case of a few selected Smartphone categories, the salience, judgment, and feelings dimensions of customer-based brand equity have direct positive influences on enhancing customer loyalty, while performance and imagination have a negative impact. The study's findings will aid Smartphone marketers in developing effective marketing strategies to capitalize on market opportunities. This study was limited in sample size and geographically focused. End