A Study of Branding Strategy Influencing Brand Equity for Youth in the Pakistan’s Domestic New Luxury Apparel Industry (Published)
This paper aims to explore the key branding strategies influencing the young customers of Pakistan to buy a new domestic new luxury apparel brand and results in strong brand equity. Further, the current study also provides an in depth understanding between the old and new luxury branding. This study has employed quantitative research analysis with the help of a deductive approach. For collecting quantitative data, Likert Scale Based questionnaire were distributed among 125 young customers who had experience of buying domestic new luxury apparel brand in Pakistan. The results of this study depict that branding strategies like store image, brand elements, influencers and web advertising have positive effects on brand equity as it influences young consumer to buy a domestic new luxury apparel in Pakistan. The study is limited to young consumers of Karachi, Pakistan. Marketers have adopted different strategies for attracting the customers towards their products and to develop strong brand equity. With the emergence of new luxury, brands are experimenting various strategies to attract young consumers. In Pakistan, few studies have investigated traditional luxury however, no studies were conducted in terms of new luxury. This study has revealed four branding strategies influencing young consumers in Pakistan to buy a domestic new luxury apparel and also building strong brand equity for apparel brands.
Keywords: Brand Equity, Branding, Youth, apparel, brand elements, influencers, luxury, new luxury, store image, web advertising
Brand Equity for Tablet Chocolate and Convenience Product Purchases by Women (Published)
This research aims to demonstrate direct influences of marketing mix variations on the customer-based brand equity process for tablet chocolate and convenience products. The proposed model examines product quality, price perception, reaction to stock-outs, the perceived effect of advertising as antecedents of the customer-based brand equity process, along with the moderation of brand consciousness. Methodology includes simple random sampling and the partial least squares. Sample involves 172 female tablet chocolate consumers out of Generation X and Millennials in Istanbul, Turkey. Results indicate that product quality generates brand knowledge and loyalty, but price perception generates only loyalty. Besides, brand consciousness moderates the effect of product quality on brand knowledge. Implications include the effects of neglecting brand experience, the link between operations and marketing, and transition of marketing mix. The final model is proposed as a minimum requirement to substitute tablet chocolate branding due to concerns about public health and sugar consumption.
Keywords: Brand Equity, Brand Experience, Chocolate, Convenience Products, Marketing Mix, Women