Abstract:
This study investigates the relationships between selected marketing mix elements in
the creation of brand equity at Samsung Company-Sudan. In order to achieve the
research objectives and to test its hypotheses data was collected by deploying
questionnaire for 368 Samsung customers in Sudan. The research results reveal that
marketing efforts have a significant effect on perceived quality and brand loyalty;
whereas marketing activities have partial significant effect on brand image and brand
awareness. The test results also show that all the marketing-mix efforts except
advertising spending affect the overall value of brand equity.
