Impact of Marketing Communicators on Brand Image. A Case Study on a ride sharing company

      Аннотация: This book establishes a theoretical and empirical basis that shows the impact of marketing communication efforts, service quality and price promotion on brand image. The theoretical review supports applying analysis techniques based on exploratory factor analysis and regression analysis to confirm empirically the relationship between marketing communication efforts: perceived advertising spending, brand awareness, brand trust; service quality and price promotionsand brand image. This analysis is verified on a sample group of Pathao ride sharing free-lancers who share rides via the Pathao app (downloadable from Google Store free). The results indicate the positive service quality on brand equity, and offer support for the measures of price deals as antecedent of brand image.

Ключевые слова: Marketing indicators, Advertisement, marketing