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Business Review

Abstract

This study assesses the determinants of customer-based-brand equity of Internet Service Providing brands in Pakistan. A Likert scale questionnaire was served to 251 respondents, selected through convenience sampling, to assess correlational relationship between the dependent variable: brand equity and independent variables: brand loyalty, brand awareness, perceived quality and brand association. Brand loyalty, brand awareness and perceived quality were found to have a positive significant impact on building brand equity. It’s recommended that marketers and brand managers allocate maximum resources to brand loyalty and brand awareness to gain higher brand equity of ISPs brands.

Keywords

Brand equity, Brand loyalty, Brand awareness, Internet service providers, Pakistan

Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

March 30, 2021

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