The Influence of Brand Equity on Customer Loyalty in Starbucks Chain in Jordan
Lina Ayesh, Tala Abu-Ghazaleh, Mohammad Fahmi Al-Zyoud

Abstract
The present study seeks to discover the influence of brand equity on customer loyalty in Starbucks Chain in Jordan. The researcher adopted the quantitative research methodology and used a questionnaire as the data collection tool. The study population consists of )130( employees in the Starbucks Chain in Jordan, the researcher distributed the questionnaire to all employees from different levels in the all chain branches with a total of (23) branch, in order to obtain the best response rate, and was retrieved (107) questionnaires with a (80.3%) response rate. The results of the study exposed that the customer loyalty is significantly and positively affected by the overall brand equity and by each of its two studied dimensions. While effects of the overall brand equity (R2 = 0.710) and brand awareness (R2 = 0.672) on customer loyalty are close, effect of brand image is the lowest (R2 = 0.440). Effect of the overall brand equity (R2 = 0.710), defined as the sum of these two variables combined, is higher than he individual effect of any of these variables. The results of this study support most of the results of previous studies, that brand equity is one of the key stimuli of the customer that increase their loyalty. In addition, these results suggest that the marketing department in the Starbucks company take brand equity into consideration, and, hence, customer loyalty, towards the strategic goals of the company by taking care of the customer loyalty. In other respects, this study and its results attract attention to a number of scientific research priorities and suggest a set of research ideas that merit being given high priority in the future brand equity research.

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