The Impact of Marketing Innovation on Customer-based brand equity

an Empirical study on mobiles Operators in Algeria(Mobilis-Djeezy-Oredoo)

Abstract

This study aims to identify the relationship between marketing innovation and brand
value by exploring the effect of innovation in marketing mix elements on customer based brand
equity. And determine which items are the most effective. So helping the decision makers to form
the most appropriate combination of marketing mix. A sample included 428 participants of mobile
phone subscribers (Mobilis, Djeezy, Ooredoo) are distributed randomly. As results the multiple
regression analysis have shown a positive relationship between the two variables of study. So that
the consumer is influenced by innovation in some marketing mix elements which are: service,
pricing, service delivery processes and physical evidence. Therefore, the enterprises need to focus
their innovations efforts on the most important marketing mix elements.
Keywords : Marketing Innovation, Marketing Mix Eléments, Brand Equity