أثر العلامة التجارية في رضى العملاء لمنتجات الأجهزة الخلوية:دراسة ميدانية على طلبة الجامعات الأردنية

The objective of this empirical study was to examine the impact of brand name dimensions, namely; brand perceived price, brand perceived service, brand perceived product quality, brand perceived trust and brand perceived value on mobile products users’ satisfaction. The empirical research was carried out on Nokia as a well-known brand name among Jordanian universities’ students. Another objective was to understand the most influential brand name dimensions on Jordanian universities’ students’ satisfaction. Based on brand name literature, previous empirical and conceptual studies, a self-administered questionnaire was developed as a primary data collection method. The questionnaire instrument was distributed and delivered to a convenience sample (800 students) of universities students in private and public universities in Greater Amman Municipality who have Nokia mobile phones. Descriptive statistics, simple and multiple regreesion analysis techniques were employed to test the research model and hypotheses. Empirical findings revealed a positive and significant impact of brand name dimensions (brand perceived price, brand perceived service, brand perceived product quality, brand perceived trust and brand perceived value) on mobile products users’ satisfaction. Further, brand perceived value, brand perceived trust and brand perveiced product quality had the strongest impact on users’ satisfaction among brand dimesions addressed by this study. Based on research results, a number of recommendations were introduced to enhance the role of brand’s several dimesions in marketing mobile products. Finanly, contribution to marketing knowledge and future research directiuons were addressed and discussed. KEYWORDS: Brand Name, Customer Satisfaction, Nokia Brand, Brand Perceived Value, Brand Perceived Trust, Mobile Products, Jordan..