Volume 19, Issue 2, February 2017, Pages 416–423
Muhammad Qasim Shabbir1, Ansar Ali Khan2, and Saba Rasheed Khan3
1 MUST BUSINESS SCHOOL, Faculty of Arts, Mirpur University of Science & Technology, Pakistan
2 MUST BUSINESS SCHOOL, Faculty of Arts, Mirpur University of Science & Technology, Pakistan
3 Department of Economics, Faculty of Arts, National University of Modern Languages, Islamabad, Pakistan
Original language: English
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Brand has become a necessary part in our daily life. The product, when becomes a brand, promises quality, trust and distinct place in a range of choices. Brand equity can corrode either because of negative experiences or because of positive new information about substitute brands. Brand equity makes a customer faithful with the product irrespective of its price. In telecom sector, brand equity is valuable assets of every company and it should be made to nurture. This study intends to examine the mediating effect of brand awareness on the relationship between brand loyalty, brand image and brand equity in telecom sector of Mirpur, Azad Kashmir. A sample based on 200 customers, using structural equation modeling approach, brand loyalty and brand image are found to have positive effects on brand awareness. The findings of this study suggest that the brand awareness fully mediates the effect of brand loyalty and brand image on brand equity.
Author Keywords: brand loyalty, brand image, brand awareness, brand equity.
Muhammad Qasim Shabbir1, Ansar Ali Khan2, and Saba Rasheed Khan3
1 MUST BUSINESS SCHOOL, Faculty of Arts, Mirpur University of Science & Technology, Pakistan
2 MUST BUSINESS SCHOOL, Faculty of Arts, Mirpur University of Science & Technology, Pakistan
3 Department of Economics, Faculty of Arts, National University of Modern Languages, Islamabad, Pakistan
Original language: English
Copyright © 2017 ISSR Journals. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract
Brand has become a necessary part in our daily life. The product, when becomes a brand, promises quality, trust and distinct place in a range of choices. Brand equity can corrode either because of negative experiences or because of positive new information about substitute brands. Brand equity makes a customer faithful with the product irrespective of its price. In telecom sector, brand equity is valuable assets of every company and it should be made to nurture. This study intends to examine the mediating effect of brand awareness on the relationship between brand loyalty, brand image and brand equity in telecom sector of Mirpur, Azad Kashmir. A sample based on 200 customers, using structural equation modeling approach, brand loyalty and brand image are found to have positive effects on brand awareness. The findings of this study suggest that the brand awareness fully mediates the effect of brand loyalty and brand image on brand equity.
Author Keywords: brand loyalty, brand image, brand awareness, brand equity.
How to Cite this Article
Muhammad Qasim Shabbir, Ansar Ali Khan, and Saba Rasheed Khan, “BRAND LOYALTY BRAND IMAGE AND BRAND EQUITY: THE MEDIATING ROLE OF BRAND AWARENESS,” International Journal of Innovation and Applied Studies, vol. 19, no. 2, pp. 416–423, February 2017.
