DETERMINANTS OF BRAND EQUITY: AN EMPIRICAL STUDY OF IT INDUSTRY

Muhammad Fahid Muqaddas and Ishtiaq Ahmad
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Muhammad Fahid Muqaddas: Faculty of Economics and Business, University of Debrecen
Ishtiaq Ahmad: Faculty of Management Sciences, NUML, Islamabad Pakistan

SEA - Practical Application of Science, 2016, issue 12, 555-560

Abstract: The performance of any brand can be measured by many methods. One of the widely used ways to calculate brand performance is through brand equity. Brand equity can be observed by customer’s perspective as well as financial perspective. This research paper investigates the impact of advertising & promotion, research & development (R&D) and profitability (return on assets) on brand equity. In this research paper data is used from 20 international IT brands for a period of 5 years from 2011 to 2015. The results show that advertising & promotion and profitability have statistically significant impact on brand equity whereas R&D doesn’t make significant impact on brand equity. Based on the findings, it is observed that advertising is having the strongest impact on brand equity.

Keywords: Brand Equity; Advertising & Promotion; Research & Development; Profitability (search for similar items in EconPapers)
JEL-codes: G32 M31 M37 O33 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2016:i:12:p:555-560

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