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Journal of Business & Retail Management Research
Vol-12, Issue 2, January 2018
ISSN 2051-848X (Print) ISSN 2051-8498 (Online)
www.jbrmr.com

Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan
Zara Aqeel Institute of Banking and Finance Bahauddin Zakariya University, Multan, Pakistan Muhammad Imran Hanif Institute of Banking and Finance Bahauddin Zakariya University, Multan, Pakistan Muhammad Shaukat Malik Institute of Banking and Finance Bahauddin Zakariya University, Multan, Pakistan


KEY WORDS

Brand Equity, Co-branding, Brand Personality

ABSTRACT

         Brand Equity is an important concept in marketing academia and practice. It has long been studied but still there are gaps to be filled. The research aims to explain marketers of how brand extension strategy and brand personality can enhance brand equity. Co-branding and brand personality are the emerging development in market which attract scholars to explore for future implications.

        This research is conducted in the telecom sector of Pakistan. Based on the responses from 619 cellular users, the study explains the relationship between co-branding and brand personality with brand equity. The results are highly significant, co-branding and brand personality have strong relation with brand equity enhancement, and when they are observed together, their impact synergized to increase brand value. Hence, our findings indicate that users of the telecommunication brands do ascribe personality characteristics to the brands they use. The study also gives future directions to research on.

 

DOI: https://doi.org/10.24052/JBRMR/V12IS01/IOCABPOBEASOTSIP




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This work is licensed under a Creative Commons Attribution 3.0 unported (CC BY 3.0)

 
 
 
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