Brand Leadership and Its Role in Achieving Brand Jealousy: A Descriptive-Analytical Study of the Opinions of Apple, Samsung and Huawei Customers
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Abstract
Objective: The main objective of the study is to understand the impact of brand leadership on brand jealousy. Apple, Samsung, and Huawei brands were selected as the study field,
Study Methodology and Tools: To achieve the study's objectives, the researcher employed a descriptive analytical approach to gather accurate and detailed data about the phenomenon, followed by analysis to extract results and interpretations. In this context, the researcher reviewed the marketing literature to address the study problem using content analysis techniques. The study collected opinions from a sample of customers of Apple, Samsung, and Huawei brands, in line with the nature of the investigated variables. A questionnaire was designed as the primary data collection tool, and 395 questionnaires were distributed electronically via a Google Forms model, using a five-point Likert scale.
Results: The study concluded several findings, the most important being the partial effect of brand leadership in achieving brand jealousy in the investigated brands.
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