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The main reason for studying Brand Equity of ISPs arises from the motivation of improving marketing productivity in this sector. Given increasing competition, higher costs of technology adoption, flattened demand, ISP managers need a thorough understanding of customer behavior in order to increase the efficiency of marketing expenses and enhance customer loyalty. This study identifies customer’s differentiated response towards ISPs and motives in choosing a brand instead of another. In June 2014, a survey among 998 adult connected urban households in Albania has been conducted. A well-structured questionnaire, designed on the basis of Keller’s Brand Equity Model evaluate consumer awareness, attitudes and perceptions, relationship and satisfaction with current ISP as key driver to consumer loyalty. The results reveal the existence of different segments in the Internet Service Providers (ISP) market and conclude with a set of implications to guide practitioners and to stimulate future research.

An empirical evaluation of customer-based brand equity of Internet Service Providers (ISPs) in Albania