%0 Journal Article
%T Marketing Mix and the Brand Reputation of Nokia
%A Syed Ehtisham Ali
%J Market Forces
%D 2008
%I 
%X Pakistan¡¯s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies a premium price. In this survey we assessed the reasons for preference of this brand based on established parameters of marketing mix (the 4 Ps). The objective of this study was to measure the extent of preference of these parameters. For this purpose a questionnaire was developed and administered to 240 respondents.The alternate hypothesis that at least one of the predictor variables would have a linear relationship with the dependent variable brand reputation was accepted. R2 is 0.53, which indicates that about 53% of the variation on the dependent variable is explained by the predictor variable, which is significantly moderate. Among all the independent variables the slope for the product quality and promotion (advertising & communication) were higher than the rest.Regression coefficients for product quality and promotion (advertising & communication) were 0.95 and 0.85 respectively. This means that an increase in one rating (on the scale of five to one) of product quality and promotion (advertising & communication) would cause brand reputation to increase by 0.95 and 0.85 rating respectively.
%K Brand
%K Brand Equity
%K Brand Reputation
%K Market Mix
%U http://www.pafkiet.edu.pk/dnnbeta/LinkClick.aspx?fileticket=yCqBRq7rXHM%3d&tabid=390&mid=1266