Customer-based brand equity and firms' performance in the telecom industry

The paper investigates the relationship between customer‐based brand equity (CBBE) and the performance of mobile communication companies. A self‐administered survey questionnaire was used to collect empirical data on brand perception along with secondary data on cellular companies' performance based on their customer base. The findings reveal strong positive relationship between CBBE and company's performance. In brand equity element, perceived quality has strongest direct effect on company performance whereas brand image has slightest effect. The study put forward some useful insights into a comprehensive understanding of CBBE in telecommunication industry. The findings are more useful to practitioners in a way to understand link between brand perception elements and organisational performance. The findings of the study assist cellular companies to develop effective advertising campaign and design customer satisfaction policies and programmes.