The effect of antecedents of brand equity in relation to consumer decision making process

Abstract

We have examined the effect of multiple marketing activities on consumer purchase decision making behavior with moderating effect of brand equity. For more effective outcomes diverse audience is gathered through online responses, of a total 500 students in the University of the Punjab, and from other universities. The understudy data is congregated through incorporation of close-ended questions in self-administered survey questionnaire. We choose survey as research instrument, Data is collected in one-shot settings and results are checked by applying statistical techniques namely Pearson correlation coefficient, Reliability Analysis, Andrew F. Hayes analysis. Non probability convenience sampling technique is applied on the segment comprising of the age between 18-26 years. This research paper highlighted the key determinants of brand equity on consumer buying in a very systematic way. However, this study poses some limitations, the future research posit suggestions to deal with our study shortcomings by explicitly targeting buyers who have a superior influence involving user generated content.