The Antecedents of Brand Equity: A Study from Telecommunication Industry of Pakistan

Abstract

In Pakistan, the telecommunication sector after foreign investment has become highly competitive and it has become difficult for this sector to hold existing customers and retain new ones. By providing better brand perceptions, the companies could have a satisfied base of consumers. The population for this study are the customers in the telecommunication sector, and the sample size is 510 throughout five metro cities of Pakistan. After a couple of pilot tests, the questionnaires administered to the respondents through a mall intercept method and 22 malls used for distribution for that in five metro cities that are Karachi, Lahore, Islamabad, Peshawar & Quetta. The developed model explains the effect of branding parameters on brand equity and concludes that if a telecommunication company is anxious to increase brand equity then it should try to build customers' perceived quality so it may lead in the generation of brand equity with higher levels. It is very beneficial for the marketing management who wants to know the essence of its customer’s engagement with the marketing efforts as they know that later it will aid in the company’s high performance. This research is limited to Pakistan but not bound to any country and it can be implemented according to the environment of other countries. Name of brands used for this survey is Mobilink, Ufone, Telenor, Warid, Zong, and PTCL.

Keywords

• Brand Equity
• Brand Loyalty
• Brand Awareness
• Brand Association
• Perceived Quality