Volume 15 Issue 1 2019


Muhammad Adnan Bashir
Assistant Professor at IoBM, Institute of Business Management.

Syed Muhammad Faheem
Assistant Professor at IoBM, Institute of Business Management.

Masood Hassan
Senior Lecturer at IoBM, Institute of Business Management.

Waseem Akhtar Shaikh
Lecturer-Department of Mangement Sciences, ILMA University.

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
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 PDF
Paper Link
Page 138-148
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