Subhani, Muhammad Imtiaz and Osman, Ms. Amber (2011): A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan. Published in: South Asian Journal of Management Sciences , Vol. 5, No. 1 (2011): pp. 11-23.
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Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity-brand awareness, consumer/brand loyalty and image (perceptions / associations) on the sample of consumer households. This paper suggests that in Pakistan among the packaged milk brands there is no relationship between brand awareness and consumer/brand loyalty. In addition, testing relationship by setting perceptions as the mediating variable between brand awareness and consumer/brand loyalty results the same. For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. In the current era, marketers must develop branding strategies for commodity-products such as milk packaged brands by investing and strengthening its supply chain system, to create and increase brand awareness for the milk brands in-turn to build consumer/brand loyalty than trying to directly build consumer/brand loyalty by heavy spending on promotional tools.
|Item Type:||MPRA Paper|
|Original Title:||A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan|
|English Title:||A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan|
|Keywords:||brand awareness; consumer/brand loyalty; brand equity; brand perception|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing
M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M39 - Other
|Depositing User:||Muhammad Imtiaz Subhani|
|Date Deposited:||22. Nov 2011 13:03|
|Last Modified:||12. Feb 2013 17:58|
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