Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets
Journal of Investment and Management
Volume 7, Issue 3, June 2018, Pages: 102-107
Received: Jun. 26, 2018; Accepted: Jul. 24, 2018; Published: Aug. 15, 2018
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Authors
Muhammad Umair, Department of Business Administration and Commerce, University of Sargodha, Sargodha, Pakistan
Mubarak Ahmad, Department of Business Administration and Commerce, University of Sargodha, Sargodha, Pakistan
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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.
Keywords
Customer Based Brand Equity [CBBE], Hakim Hyper Market [HHM], Metro Cash and Carry [MCC], Pakistan’s Retailing Business, Cronbach Alpha, Regression Analysis Pearson’s Correlation
To cite this article
Muhammad Umair, Mubarak Ahmad, Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets, Journal of Investment and Management. Vol. 7, No. 3, 2018, pp. 102-107. doi: 10.11648/j.jim.20180703.15
Copyright
Copyright © 2018 Authors retain the copyright of this article.
This article is an open access article distributed under the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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