IMPACT OF BRAND EQUITY ON CONSUMER BRAND PREFERENCE AND BRAND PURCHASE INTENTION
Muhammad Adnan Bashir (),
Syed Muhammad Faheem,
Masood Hassan and
Waseem Akhtar Shaikh ()
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Muhammad Adnan Bashir: Assistant Professor at IoBM, Institute of Business Management,
Syed Muhammad Faheem: Assistant Professor IoBM
Masood Hassan: Senior Lecturer IoBM
Waseem Akhtar Shaikh: Lecturer-Department of Mangement Sciences, ILMA University,
Authors registered in the RePEc Author Service: Waseem Akhtar Sahikh, Sr.
IBT Journal of Business Studies (JBS), 2019, vol. 15, issue 1, 15-11
Product diff erentiation has become a diffi cult task for the marketers because of the increasing number of brands in the market. It is also noted that, the product diff erentiation which gets it basis fromthe brand i.e. brand equity, turns out to be more eff ective than others. This is the reason why the 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 consumerâ€™s brand purchase intention were also studied alongwith the eff ects 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. 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 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:aib:ibtjbs:v:15:y:2019:i:1:p:15-11
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