The relationship between brand associations and brand loyalty : Applied on liberalized Egyptian energy market / Sarah Osama Abdelrahman Adam ; Supervised Amira Fouad Ahmed Mahran

Thesis (Ph.D.) - Cairo University - Faculty of Commerce - Department of Business Administration

This study examines the effect of brand associations (brand performance and industrial brand image) on brand loyalty toward private suppliers competing in liberalized Egyptian Energy Market. It proposes a model which examines the relationship between brand associations (brand performance and industrial brand image) and industrial customer loyalty, mediated by relationship quality (trust and satisfaction). Also, the present research examines switching costs moderating role in influencing the strength of the relationship between satisfaction and industrial customer loyalty to provide insights into the way in which managers in private supplier companies can achieve successful industrial brand positioning which in turn contributes to industrial customer loyalty.A descriptive, conclusive (cross sectional) research design was employed. A questionnaire was used for collecting data from 300 members in the buying center from customer companies operating in the joint sector.To test the scales validity, Confirmatory Factor analysis was used and to test the hypotheses of the research, a Structural Equation Modeling was employedThe results showed that brand associations did not have a direct impact on brand loyalty

Issued also as CD