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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.
KEYWORDS: brand loyalty, brand image, brand awareness, brand equity.
Introduction
Now a day, growing level of customer's awareness and loyalty has made potential customers to choose familiar and promising products. Therefore, if organizations longing to compete their rivals, they should have number of loyal customers for their products and services. However, acquaint customer are keen to buy specific products, as brand awareness is immobile key factor to influence buying decision of customers (Macdonald & Sharp, 2000). Brand awareness has vital role in consumer's decision making, since the higher the brand awareness the specific product/brand will become member of set of brands in consumer's consideration (Moisescu, 2009). It is generally accepted that the customers aware with specific brand are always negligibly attracted towards the competitor's products and showed loyalty with the brand than the customers which don't have brand awareness (Dimitriades, 2006). Brand awareness has been regarded basic determinants of the long run business success, much of the research on brand awareness investigates its effect on customers after use comments, brand and behavior loyalty. (Cooil et al, 2007).
Although previous researchers have examined the relationship between the brand awareness and brand equity, there have been only rare researches made on impact of brand awareness on the relationship between the brand loyalty and brand equity. In Pakistan, where telecom industry got its...