Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi
Establishment of strong brand equity is now one of the most priorities to numerous Car Automaker companies, but achieving that objective is become difficult due to the reason that the services and products of several companies are homogenous and their ways of distributions channels are also similar....
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| Format: | Article |
| Language: | English |
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Institute of Business Management
2018-12-01
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| Series: | International Journal of Experiential Learning & Case Studies |
| Subjects: | |
| Online Access: | http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/321 |
| _version_ | 1797868336066854912 |
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| author | Masood Hassan |
| author_facet | Masood Hassan |
| author_sort | Masood Hassan |
| collection | DOAJ |
| description | Establishment of strong brand equity is now one of the most priorities to numerous Car Automaker companies, but achieving that objective is become difficult due to the reason that the services and products of several companies are homogenous and their ways of distributions channels are also similar. Nowadays, brand equity is one of the possible ways through that customers can discriminate one brand among others. By providing better brand perceptions, the companies could have satisfied base of consumers. In view of its significance, the study subjects to measure the brand image’s effects and the effects of brand loyalty, brand awareness, and perceived quality of the brand equity in automobile car sector of Karachi. Our findings confirmed about brand image, brand loyalty, brand awareness, and perceived quality that these mentioned attributes are the antecedents of brand equity for this research, revealing that increases in any of these variables would generate higher levels of brand equity. Results suggest that there will be larger impact of parameter brand image on the brand equity in the comparison with other parameters. This would carry the implication that a Car Auto Maker & Selling company if anxious to increase brand equity then it should try attempts to build customers’ brand image that may lead in generation of brand equity with higher levels. |
| first_indexed | 2024-04-09T23:54:14Z |
| format | Article |
| id | doaj.art-0d79e18cd07b4a0a85e6adcc7d64b870 |
| institution | Directory Open Access Journal |
| issn | 2520-4475 2521-9359 |
| language | English |
| last_indexed | 2024-04-09T23:54:14Z |
| publishDate | 2018-12-01 |
| publisher | Institute of Business Management |
| record_format | Article |
| series | International Journal of Experiential Learning & Case Studies |
| spelling | doaj.art-0d79e18cd07b4a0a85e6adcc7d64b8702023-03-17T03:52:03ZengInstitute of Business ManagementInternational Journal of Experiential Learning & Case Studies2520-44752521-93592018-12-0132160173321Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in KarachiMasood HassanEstablishment of strong brand equity is now one of the most priorities to numerous Car Automaker companies, but achieving that objective is become difficult due to the reason that the services and products of several companies are homogenous and their ways of distributions channels are also similar. Nowadays, brand equity is one of the possible ways through that customers can discriminate one brand among others. By providing better brand perceptions, the companies could have satisfied base of consumers. In view of its significance, the study subjects to measure the brand image’s effects and the effects of brand loyalty, brand awareness, and perceived quality of the brand equity in automobile car sector of Karachi. Our findings confirmed about brand image, brand loyalty, brand awareness, and perceived quality that these mentioned attributes are the antecedents of brand equity for this research, revealing that increases in any of these variables would generate higher levels of brand equity. Results suggest that there will be larger impact of parameter brand image on the brand equity in the comparison with other parameters. This would carry the implication that a Car Auto Maker & Selling company if anxious to increase brand equity then it should try attempts to build customers’ brand image that may lead in generation of brand equity with higher levels.http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/321car automobilebrand perceptionbrand equitybrand imagebrand loyaltybrand awarenessperceived quality |
| spellingShingle | Masood Hassan Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi International Journal of Experiential Learning & Case Studies car automobile brand perception brand equity brand image brand loyalty brand awareness perceived quality |
| title | Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi |
| title_full | Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi |
| title_fullStr | Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi |
| title_full_unstemmed | Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi |
| title_short | Evaluation of Brand Equity for Automobile Car Industry: Perception of Customers in Karachi |
| title_sort | evaluation of brand equity for automobile car industry perception of customers in karachi |
| topic | car automobile brand perception brand equity brand image brand loyalty brand awareness perceived quality |
| url | http://jmsnew.iobmresearch.com/index.php/ijelcs/article/view/321 |
| work_keys_str_mv | AT masoodhassan evaluationofbrandequityforautomobilecarindustryperceptionofcustomersinkarachi |