Study on Brand Relevance: Cross Category and Cross Gender Comparison, the Case of Pakistan

Fahmeed Idrees, Hamid Hassan and Talha Khan Ghauri
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Fahmeed Idrees: National University of Computer and Emerging Sciences, Lahore
Hamid Hassan: National University of Computer and Emerging Sciences, Lahore
Talha Khan Ghauri: COMSATS Institute of Information Technology, Lahore

International Journal of Economics and Empirical Research (IJEER), 2015, vol. 3, issue 5, 211-223

Abstract: Purpose: This study is done in an effort to dissect new dimensions of brand relevance with core focus on determining as to how important are brands in shaping consumer purchase behavior and influencing their decision process. Though brand relevance studies plays very considerable role in determining potential success of new product in unfavorable conditions but still there are many areas to be unfolded yet. This study accounts for BRiC with gender perspective as its base. Methodology: Moreover it will also compares cross-category with six product categories under study in case of Pakistan. Findings: Results provide sufficient evidence in support of BRiC measures chosen for this study to do cross-category and cross gender comparisons. It is also deduced from results that gender differences, do impact on brand relevance in some categories while it might have similar impact in other. However cross categories comparison also provide evidence that in some case two independent categories might have similar impact on brand relevance however in other it can vary. Recommendations: Findings from this study will not only help managers in minimizing risk associated with brand investments but it will also help them in understanding true dynamics of market.

Keywords: Brand relevance; Consumer behavior; Gender roles; Purchase behavior (search for similar items in EconPapers)
JEL-codes: D11 (search for similar items in EconPapers)
Date: 2015
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