Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets

Muhammad Umair

doi:10.11648/j.jim.20180703.15

Abstract

Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.

Highlights

In recent pattern, people prefer brands rather than products, it was an old concept when people brought inferior products
Purpose of the Study The basic purpose of this study is to investigating the customer based retail brand equity dimensions on retailer brand equity amongst Hakim Hyper Market customers [backward area] and Metro Retailer Market [Advance area]
Data show the reliability data of brand equity and its dimensions in metro hyper market where by perceive quality, and brand loyalty have more reliable than brand awareness, brand association and brand equity

Summary

Introduction

People prefer brands rather than products, it was an old concept when people brought inferior products. With the passage time and improving pattern mostly people have more conscious of brands because some mental associations are attached with brand. This mental attribute lead the development of brand. Brand equity refers the commercial value which is derived from consumer preference of the brand name of specific product or service. The concept of brand equity have been fundamental source of corporation it starts in 1980 and due to the increase in competition this concept become the most popular among the all organization, in these days if company want to expend itself management must focus to the attribution of products and make the appropriate decision of packing and presenting for creating the brand equity.

Objectives

Results

Conclusion