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International Journal of Innovation and Applied Studies
ISSN: 2028-9324     CODEN: IJIABO     OCLC Number: 828807274     ZDB-ID: 2703985-7
 
 
Monday 21 May 2018

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  Call for Papers - May 2018     |     Now IJIAS is indexed in EBSCO, ResearchGate, ProQuest, Chemical Abstracts Service, Index Copernicus, IET Inspec Direct, Ulrichs Web, Google Scholar, CAS Abstracts, J-Gate, UDL Library, CiteSeerX, WorldCat, Scirus, Research Bible and getCited, etc.  
 
 
 

BRAND LOYALTY BRAND IMAGE AND BRAND EQUITY: THE MEDIATING ROLE OF BRAND AWARENESS


Volume 19, Issue 2, February 2017, Pages 416–423

 BRAND LOYALTY BRAND IMAGE AND BRAND EQUITY: THE MEDIATING ROLE OF BRAND AWARENESS

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

Received 25 August 2016

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.