Predictors of Brand Equity in the Contemporary Markets

Authors

  • Ali Junaid Khan The Islamia University of Bahawalpur, Bahawalpur, Pakistan. https://orcid.org/0000-0003-2857-9088
  • Fatima Farooq Bahauddin Zakariya University, Multan, Pakistan.
  • Abou Bakar The Islamia University of Bahawalpur, Pakistan.
  • Muhammad Murad The Islamia University of Bahawalpur, Pakistan.

DOI:

https://doi.org/10.52131/pjhss.2022.1002.0255

Keywords:

Brand Personality, Brand Equity, Customer Satisfaction, Value Perception, Consumer Lifestyle

Abstract

Brand equity development has become a challenge for modern brands. Marketing innovation and changing consumer value perceptions are causing consumers to leapfrog, posing a challenge for brand equity development. The data for this study was collected with random sampling techniques. 450 respondents were considered to collect data on the Likert scale questionnaire. The Partial Least Square (PLS) method of data analysis was used in this study for data analysis. According to the findings of the study, brand personality, customer satisfaction, consumer lifestyle, marketing innovation, and consumer changing value perception all have a significant impact on brand equity. The significant framework of this study is a contribution to the body of knowledge as it describes the significant relationship between different variables critical for brand equity development. Furthermore, this study provides business implications for brands working in Pakistan to improve brand equity with realistic results to influence the consumers for brand equity.

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Author Biographies

Ali Junaid Khan, The Islamia University of Bahawalpur, Bahawalpur, Pakistan.

Institute of Business, Management & Administrative Sciences

Fatima Farooq, Bahauddin Zakariya University, Multan, Pakistan.

Associate Professor, School of Economics

Abou Bakar, The Islamia University of Bahawalpur, Pakistan.

Treasurer/ Professor of Management Sciences

Muhammad Murad, The Islamia University of Bahawalpur, Pakistan.

Institute of Business, Management & Administrative Sciences

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Published

2022-06-30

How to Cite

Khan, A. J., Farooq, F., Bakar, A., & Murad, M. (2022). Predictors of Brand Equity in the Contemporary Markets. Pakistan Journal of Humanities and Social Sciences, 10(2), 913–925. https://doi.org/10.52131/pjhss.2022.1002.0255

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Section

Articles