The Effectiveness Of Brand Equity On Creating Customer Loyalty. A Case Of Sign Graphics Private Limited Company,harare.

Abstract It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process and foster customer loyalty, Aaker (2011). This study involves assessing the effectiveness of brand equity on creating customer loyalty at Sign Graphics Private limited, Harare. The study aimed at investigating the relationship between brand familiarity and customer retention, evaluating the impact of brand awareness on repeat purchase, assessing the impa…