A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry (Published)

This paper aims to explore the key branding strategies influencing the young customers of Pakistan to buy a new domestic new luxury apparel brand and results in strong brand equity. Further, the current study also provides an in depth understanding between the old and new luxury branding. This study has employed quantitative research analysis with the help of a deductive approach. For collecting quantitative data, Likert Scale Based questionnaire were distributed among 125 young customers who had experience of buying domestic new luxury apparel brand in Pakistan. The results of this study depict that branding strategies like store image, brand elements, influencers and web advertising have positive effects on brand equity as it influences young consumer to buy a domestic new luxury apparel in Pakistan. The study is limited to young consumers of Karachi, Pakistan. Marketers have adopted different strategies for attracting the customers towards their products and to develop strong brand equity. With the emergence of new luxury, brands are experimenting various strategies to attract young consumers. In Pakistan, few studies have investigated traditional luxury however, no studies were conducted in terms of new luxury. This study has revealed four branding strategies influencing young consumers in Pakistan to buy a domestic new luxury apparel and also building strong brand equity for apparel brands.

Keywords: Brand Equity, Branding, Youth, apparel, brand elements, influencers, luxury, new luxury, store image, web advertising

Brand Equity and Purchase Behaviour Among Automobile Owners in Nigeria (Published)

This study centers on the influence of brand equity on the purchase of automobile. Over the last two decades, the majority of automobile users patronized used automobile but with the federal government new automotive policy, there seems a gradual decline in the purchase of these used automobile. Despite this, no empirical study has been done to look at the effect of brand equity on repurchase of automobile. The general objective of this study is to investigate the influence brand equity has on repurchase of automobile in Awka metropolis. The study employed survey research design and the population of study comprises owners of used automobile. Topman’s formula was used to arrive at the sample size of 246 automobile owners. The sampling technique was quota sampling and the research instrument was questionnaire. Cronbach’s alpha coefficient was used to test the reliability of the instrument. Data were analysed using descriptive statistics and multiple regressions were used to test the significance of the hypotheses. It was found out that brand loyalty is the strongest predictor of repurchase then, perceived quality. It was concluded that brand equity management and customer satisfaction strategies are needed for repeat purchase of used automobile. On the strength of the conclusion, we recommend that automobile dealers should as a matter of urgency engage the services of a professional brand equity manager and customer relationship manager. 

Keywords: Brand Equity, Nigeria, automobile market, purchase behaviour

Analysis of the Internal Marketing Process for Improving Brand Equity in a Service Association (Published)

The internal marketing elements for administrations fundamentally comprise of seven components (item, value, put, advancement, individuals, forms and physical proof). The present examination incorporates another component, execution, to decide the impact of these eight components on the brand value as seen by clients of auto rental organizations. Despite the fact that auto rental organizations may have a solid brand position, the brand’s fruitful value relies upon the job the workers play in conveying the administration). This examination expected to give direction to auto rental organizations to enhance their particular image value, empowering them to grow client bases while holding existing clients through enhancement of interior showcasing developers.

Keywords: And Structural Equation Modeling, Brand Equity, Internal Marketing, Services Organizations

How Can Social Responsibilities Contribute to Brand Equity: Evidences from Isfahan City (Published)

Currently, tourism destinations differentiate themselves from other competitors through different factors such as social responsibilities. The reason is that doing social responsibilities results in many considerable outcomes such as tourist satisfaction, loyalty, and etc. This is why the present study aims to investigate the effect of tourism destinations social responsibilities on their brand equity. This study is practical and descriptive research from research goal and methodology perspectives respectively. The statistical population of this study includes foreign tourists who have traveled to Isfahan in the third season of 2016 and also have visited Naghshe Jahan Square in this city. A sample of 200 tourists was selected from this population randomly. For more certainty, 210 tourists were surveyed. A researcher-developed questionnaire was used for collecting the research data, which consists of 40 items. The validity and reliability of questionnaire were measured by Content and Construct Validities and Cronbach’s Alpha Coefficient respectively. The results of Content and Construct Validities and Cronbach’s Alpha Coefficient revealed that the questionnaire is a valid and reliable data-collection instrument for our purpose. The research data were summarized and analyzed by using both descriptive and inferential statistics in the SPSS and LISREL respectively. The findings showed that tourism destination social responsibilities affect tourism destination awareness, perceived value, perceived quality, image, and loyalty significantly; perceived value affects tourism destination loyalty significantly; tourism destination image affects tourist loyalty significantly; perceived quality affects tourism destination image and loyalty significantly. 

Keywords: Brand Equity, Brand Image, Social Responsibilities, Tourism Destination, brand loyalty

The Impact of Brand Equity on Consumer Purchase Decision of Cell Phones (Published)

This research paper investigates the impact of brand equity on consumer purchase decision of cell phones. The research has highlighted the gaps found in many marketing efforts of cellular companies while presenting their market offerings to the target market. The research paper starts off by explaining what brand equity is, how it is built and then how it slowly and gradually ends up producing loyal and in-synced consumers, who will not switch to any other brand no matter what, simply because for them the brand has become their companion, which not only satisfies their needs but also helps them complete themselves. Therefore, it will assist the marketers to know such consumer insights and opinions of their target market, what they want and need and from a mobile brand, all these gaps have been identified in this study and it helps in setting out a strategic plan which will be very valuable for marketing professionals who want to increase the market share of their brand, because like Kevin Keller said that no matter what kind of the brand it is at any point of time it can become susceptible and vulnerable to poor brand management. In this study, Brand Equity is further divided into four elements, namely; Brand Association, Brand Awareness, Brand Quality and Brand Loyalty and thus how the combined role of all 4 elements influences and molds the purchase decision of consumers. A scientific review of literature has been done and questionnaires were distributed for data collection and Likert scale was designed to ask respondents about their insights and opinions and they were asked to rate them on a five point scale between strongly agree and strongly disagree. A sample size of 300 respondents has been chosen. The method of sampling selected is Simple Random Sampling, to test the data Correlation and Regression analysis has been done with the help of SPSS. The research paper takes into account 5 major players of cell phone brands in our country; Samsung, iPhone, HTC, Nokia and Q mobile.Brand savvy consumers have been surveyed only belonging to middle – middle, upper middle and upper class, covering limited area of Karachi and Lahore. The results found were that all the four variables strongly have an impact on consumer purchase decision of cell phones, the most significant being brand loyalty and brand association just by a slight difference. We can thus conclude that when consumers are attached and loyal towards a brand they are likely to do repeat purchases and this only happens when the relationship between the brand and the user is very in depth and has an emotional connection with the mobile brand. For this reason it has become very crucial for marketers that not only should they highlight the features and functional capabilities of the mobile while presenting their brands to their target market but also define what meaning the brands stands for and how it affects the relationship with the consumers. In short, a step by step process should be taken from defining who the brand is (brand awareness), to highlighting its points of differentiation and user profile (brand performance and brand association) by taking both the functional route (brand quality) and emotional route (brand feelings) so that the consumers can evaluate it positively and form a bond that will result in everlasting and unbreakable bond (brand loyalty) that moulds and influences their purchase decision.

Keywords: Brand Equity, Cell Phones, Consumer Purchase, Decision, Impact

Brand Equity for Tablet Chocolate and Convenience Product Purchases by Women (Published)

This research aims to demonstrate direct influences of marketing mix variations on the customer-based brand equity process for tablet chocolate and convenience products. The proposed model examines product quality, price perception, reaction to stock-outs, the perceived effect of advertising as antecedents of the customer-based brand equity process, along with the moderation of brand consciousness. Methodology includes simple random sampling and the partial least squares. Sample involves 172 female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Results indicate that product quality generates brand knowledge and loyalty, but price perception generates only loyalty. Besides, brand consciousness moderates the effect of product quality on brand knowledge. Implications include the effects of neglecting brand experience, the link between operations and marketing, and transition of marketing mix. The final model is proposed as a minimum requirement to substitute tablet chocolate branding due to concerns about public health and sugar consumption.

Keywords: Brand Equity, Brand Experience, Chocolate, Convenience Products, Marketing Mix, Women