Brand Equity in the Mauritian Internet Service Provider Industry

Abstract

Brands have been considered as an asset and a source of sustainable competitive advantage by marketing authors. A company that can leverage on a strong brand can maintain and gain market share and resist pressures on price. Competitive advantages resulting from building a strong brand have more often been discussed for products branding than for services branding. The aim of this research was to determine the existence of brand equity in the service sector through a focus on the Internet access industry in Mauritius. Using the conjoint analysis technique, this research investigated the relative importance of the brand as compared to other service attributes on customer choice. The research also aimed at identifying the various antecedents of brand equity in the Internet Service Provider industry in Mauritius – brand awareness, brand loyalty and perceived quality. The findings substantiated the claim that the brand is a major determinant of customer choice. The brand came out as the second most important attribute considered by respondents. Brand equity was found to exist in the Mauritian Internet access industry and a price premium can be applied by market leader brands. The quality of service is a major concern for customers in the Internet access market. Service quality is the first determinant of customer choice. Furthermore perceived quality was found to be a major source of brand equity.