Brand Equity and its Antecedents: A Case Study of Haripur Pakistan
Authors
ASAD KHAN and SUBHAN AZEEM
Abstract
This study was a replicate study. Now it is conducted in University of Haripur. The result of this study provides and helps service shoes brand in terms brand equity and sales promotion. Further this research addresses the firm about different terms related to brand equity and its importance for the company. It addresses the following research problem: Is there a relationship between brand equity and its antecedents? To investigate this question and to meet the objectives this research helps in providing a roadmap. The main objective of this research is to identify the factors that affect brand equity. This research focused on studying their attitude towards service quality, sales promotion, price and packages. The main objective of this research is as follows 1) To see a relationship between brand equity and brand trust. 2) To study a relationship between sales promotion and brand equity. 3) To check a relationship between brand equity and price. 4) To know a relationship between brand equity and packages. This study has developed research questions so that it can further address the research objectives: Which of those factors that can more influence the brand equity as compare to others?
