Title: Determinants of brand equity in digital satellite television services: evidence from Dish Home of Nepal

Authors: Dhruba Kumar Gautam; Sajeeb Kumar Shrestha

Addresses: Faculty of Management, Tribhuvan University, P.O. Box 12719, Kathmandu, Nepal ' Faculty of Management, Tribhuvan University, P.O. Box 12719, Kathmandu, Nepal

Abstract: This study aims to propose and evaluate a model to better understand customer-based brand equity in the Dish Home Nepal. Dish Home of Nepal provides digital satellite television services direct to subscribers without use of any wire, cables or cable infrastructure throughout the region of coverage structured. Using questionnaires, a survey was conducted to 214 subscribers of Dish Home in order to collect the data and structure equation modelling was used to measure the effectiveness of brand equity drivers of Dish Home. The research found brand awareness and perceived quality had no effect on brand loyalty. Brand association has significant effect on brand loyalty. Dish Home Company should focus on brand loyalty programs to increase and retain brand loyal customers.

Keywords: brand equity; Dish Home; structural equation modelling; SEM; Nepal; case study; digital satellite tv; digital television; television services; brand awareness; perceived quality; brand loyalty; customer loyalty.

DOI: 10.1504/IJEIM.2016.080011

International Journal of Entrepreneurship and Innovation Management, 2016 Vol.20 No.5/6, pp.369 - 378

Received: 15 Mar 2016
Accepted: 27 Mar 2016
Published online: 27 Oct 2016 *

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