Knowledge metrics of Brand Equity; critical measure of Brand Attachment

Arslan Rafi (Corresponding Author) (), Arslan Ali (), Sidra Waris () and Dr. Kashif-ur-Rehman ()
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Arslan Rafi (Corresponding Author): Scholar, Iqra University, Islamabad, Pakistan
Arslan Ali: Scholar, Iqra University, Islamabad, Pakistan
Sidra Waris: Scholar, Iqra University, Islamabad, Pakistan
Dr. Kashif-ur-Rehman: Associate Professor, Iqra University, Islamabad, Pakistan

Far East Journal of Psychology and Business, 2011, vol. 3 No 1 Paper 5 April, issue 5, 41-50

Abstract: Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e. Brand Awareness and Brand Association, on creation of Brand Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and promoting new brands. Finding of this research imply that for achieving desirable outcome through creation of Brand attachment and Brand Attitude Strength in the target audience and for designing more effective and fruitful strategies, managers and policy makers should pay more focus on creating strong Knowledge metrics amongst the target audience.

Keywords: Brand Attachment; Knowledge Metrics; Brand Awareness; Brand Association (search for similar items in EconPapers)
JEL-codes: M1 (search for similar items in EconPapers)
Date: 2011
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