|
Abstract
|
Article Information:
Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength
Arslan Rafi, Moeez Ahsan, Fawad Saboor, Salima Hafeez and Mohammad Usman
Corresponding Author: Arslan Rafi
Submitted: 2011 August, 10
Accepted: 2011 October, 24
Published: 2011 November, 15 |
Abstract:
|
The purpose of this study is to identify factors that can positively influence brand attachment and
brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of
unique associations in the customer’s memory. Customer’s attitude, awareness and association towards the
brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies
and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect
of Knowledge metrics of the Brand equity, i.e., Brand Awareness and Brand Association, on creation of Brand
Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and
promoting new brands. Finding of this research imply that for achieving desirable outcome through creation
of Brand attachment and Brand Attitude Strength n the target audience and for designing more effective and
fruitful strategies, managers and policy makers should pay more focus on creating strong Knowledge metrics
amongst the target audience.
Key words: Brand association, brand attachment, brand attitude strength, brand awareness, , ,
|
|
Abstract
|
PDF
|
HTML |
|
Cite this Reference:
Arslan Rafi, Moeez Ahsan, Fawad Saboor, Salima Hafeez and Mohammad Usman, . Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength. Asian Journal of Business Management, (4): 294-298.
|
|
|
|
 |
ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
 |
| Information |
|
|
|
|
| Sales & Services |
|
|
|
|
