IMPACT OF BRAND EQUITY ON CONSUMER BRAND PREFERENCE AND BRAND PURCHASE INTENTION
Download| Volume 15 Issue 1 2019 | |
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| Author(s): |
Muhammad Adnan Bashir
Syed Muhammad Faheem
Masood Hassan
Waseem Akhtar Shaikh
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| Abstract | Product differentiation has become a difficult task for marketers because of the increasing number of brands in the market. It is also noted that the product differentiation which gets its basis from the brand i.e. brand equity, turns out to be more effective than others. This is the reason why marketers are emphasizing more on strengthening the brand equity of a brand. A conceptual framework was constructed to measure the impact brand equity has from all the other components under brand equity. Furthermore, consumer brand preference and consumer’s brand purchase intention were also studied along with the effects of brand equity on them. The sample size was chosen 385 and it was quite responsive; only 5% of them did not respond. The prior studies were used in developing the constructs by making sure their applicability and validity in recent times. Likert scale was used in the questionnaire to get the answers from respondents. The data was collected on basis of convenience sampling. The model was analyzed completely after conducting the preliminary analysis. Then hypotheses were analyzed on basis of regression which ruled out only one out of seven. |
| Keywords | Brand Equity, Perceived Sales Promotion Intensity, Uniqueness, Brand Attitude |
| Year | 2019 |
| Volume | 15 |
| Issue | 1 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | IBT Journal of Business Studies | Publisher Name | ILMA University | Jel Classification | D11 | DOI | http://dx.doi.org/10.46745/ilma.jbs.2019.15.01.11 | ISSN no (E, Electronic) | 2409-6520 | ISSN no (P, Print) | 2416-8393 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Type of Review | Double Blind Peer Reviewed | Format | Paper Link | http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.1/11.pdf | Page | 138-148 | References | Aaker, D. (1991). Managing brand equity. Capitalizing on the value of a brand name. USA:Free
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