Brand Equity within the Insurance Industry of Saudi Arabia

  • Masood Hassan PhD Scholar, College of Business Management, Department of Business Management, Institute of Business Management, Karachi, Pakistan
  • Umer Ghauri Lecturer, Air University School of Management, Air University, Islamabad, Pakistan
  • Dr. Ali Haider Lecturer, International Islamic University, Islamabad, Pakistan
Keywords: Keywords: Brand Equity, Brand Credibility, Brand Image, Brand Trust, Insurance.


Branding is generally regarded to be a brand equity innovation approach aimed at improving the reputation of stakeholders. In the shifting business environment, insurance firms have realized the inherent significance of goods and consider them as valuable assets. A brand is a multifaceted system with practical and emotional principles to meet the expectations, requirements and requests of its consumers. One of the branding objectives is to distinguish the brand from its particular and valued characteristics. If the brand has to be understood in defining its shareholder, as an important element in every marketing effort. We aim to evaluate brand equity in Saudi Arabia's insurance sector in this research. We used an inductive strategy and the primary research instrument to construct arguments to support our proposals was a thorough literature analysis on empirical investigations. In this research, 400 insurance clients get a questionnaire. Customers were from two KSA cities, Riyadh and Jeddah, with a distributed distribution equivalent to 200 cities in each city. The data were investigated using the PLS-SEM method. Smart-PLS 3.0 will be utilized to analyses data for this purpose. Results indicate that brand equity has been affected by all variables favorably. Branding and other methods should be used by insurance companies to save brand resources.

How to Cite
M. Hassan, U. Ghauri, and D. Haider, “Brand Equity within the Insurance Industry of Saudi Arabia”, jmr, vol. 7, no. 2, pp. 56-68, Nov. 2021.