The Effect of Brand Performance and Industrial Brand Image on Brand loyalty in Liberalized Egyptian Energy Market

This paper aims to study the effect of brand associations on brand loyalty of Joint sector companies in liberalized Energy Market in Egypt. A model which examines the relationship between brand associations and brand loyalty is proposed to provide insights into key brand associations elements that allow private Egyptian supplier companies for successful industrial brand positioning and which inurn contribute to joint sector companies loyalty. A single cross sectional descriptive research was employed. Data is collected via questionnaire using a representative sample of 300 personnel from the buying center in the joint sector who are involved in the purchase decision making of products and services, exploring their perceptions and feelings towards Egyptian private suppliers brands.Confirmatory factor analysis was used to test the scales validity, and to test the hypotheses of the research, structural equation modeling was used.The results showed that brand performance dimensions represented by product and service quality have a direct significant impact on brand loyalty. On the other hand, industrial brand image has partial impact on brand loyalty in which corporate social responsibility has no direct impact on brand loyalty while, innovation dimension only has a direct significant impact on brand loyalty.The findings suggest that Private Egyptian supplier companies can differentiate their product and service offerings and establish strong corporate brands through brand associations. This research adds up to the industrial brand equity literature, which is mostly conceptual or qualitative and thus witness limited conclusive evidence particularly in terms of brand associations benefits and practical implications.