Measuring customer based beverage brand equity : investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty

annif.suggestionsbrands|marketing|branding|customers|customer loyalty|identity (mental objects)|Internet|mental pictures|specialists (experts)|strategic leadership|enen
annif.suggestionsbrands|marketing|branding|customers|customer loyalty|identity (mental objects)|Internet|mental pictures|specialists (experts)|strategic leadership|enen
annif.suggestions.linkshttp://www.yso.fi/onto/yso/p23851|http://www.yso.fi/onto/yso/p5878|http://www.yso.fi/onto/yso/p25981|http://www.yso.fi/onto/yso/p3294|http://www.yso.fi/onto/yso/p7218|http://www.yso.fi/onto/yso/p9743|http://www.yso.fi/onto/yso/p20405|http://www.yso.fi/onto/yso/p1490|http://www.yso.fi/onto/yso/p12104|http://www.yso.fi/onto/yso/p5767en
annif.suggestions.linkshttp://www.yso.fi/onto/yso/p23851|http://www.yso.fi/onto/yso/p5878|http://www.yso.fi/onto/yso/p25981|http://www.yso.fi/onto/yso/p3294|http://www.yso.fi/onto/yso/p7218|http://www.yso.fi/onto/yso/p9743|http://www.yso.fi/onto/yso/p20405|http://www.yso.fi/onto/yso/p1490|http://www.yso.fi/onto/yso/p12104|http://www.yso.fi/onto/yso/p5767en
dc.contributor.authorSaleem, Salman
dc.contributor.authorur Rahman, Saleem
dc.contributor.authorOmar, Rana Muhammad
dc.contributor.facultyfi=Markkinoinnin ja viestinnän yksikkö|en=School of Marketing and Communication|-
dc.contributor.orcidhttps://orcid.org/0000-0002-1026-139X-
dc.contributor.orcidhttps://orcid.org/0000-0002-5348-9781-
dc.contributor.organizationfi=Vaasan yliopisto|en=University of Vaasa|
dc.date.accessioned2021-04-07T11:58:11Z
dc.date.accessioned2025-06-25T12:55:41Z
dc.date.available2021-04-07T11:58:11Z
dc.date.issued2015
dc.description.abstractThis study examined the antecedents of brand equity such as, brand awareness, perceived quality and the mediating role of a brand Image on brand loyalty. Total number of (n = 150) questionnaires were distributed among the consumers living in four cities (Islamabad, Rawalpindi, Sialkot, and Sargodha) of Pakistan. Out of the total questionnaires only (n = 130, 86.6%) completed questionnaires were received. Pearson correlation, linear regression and multiple regression tests were used to test the data and infer the results. Results show a positive relationship between the independent and dependent variables. Additionally, mediation has been found between brand awareness, perceived quality and brand loyalty due to brand image. It means that brand awareness and perceived quality develop the brand image which ultimately yields brand loyalty. Thus loyalty programs of beverage companies should focus on brand awareness and consumers’ perception of quality. Overall, these results show that the influence on brand loyalty varies across various variables of the study. The results contribute significantly to the brand equity topic.-
dc.description.notificationCopyright for this article is retained by the author(s), with first publication rights granted to the journal. This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/3.0/).-
dc.description.reviewstatusfi=vertaisarvioitu|en=peerReviewed|-
dc.format.bitstreamtrue
dc.format.contentfi=kokoteksti|en=fulltext|-
dc.format.extent12-
dc.format.pagerange66-77-
dc.identifier.olddbid13947
dc.identifier.oldhandle10024/12331
dc.identifier.urihttps://osuva.uwasa.fi/handle/11111/1162
dc.identifier.urnURN:NBN:fi-fe202104079643-
dc.language.isoeng-
dc.publisherCanadian Center of Science and Education (CCSE)-
dc.relation.doi10.5539/ijms.v7n1p66-
dc.relation.ispartofjournalInternational Journal of Marketing Studies-
dc.relation.issn1918-7203-
dc.relation.issn1918-719X-
dc.relation.issue1-
dc.relation.urlhttps://doi.org/10.5539/ijms.v7n1p66-
dc.relation.volume7-
dc.rightsCC BY 4.0-
dc.source.identifierhttps://osuva.uwasa.fi/handle/10024/12331
dc.subjectbrand loyalty-
dc.subjectperceived quality-
dc.subjectbrand image-
dc.subjectbrand awareness-
dc.subjectmediation-
dc.subjectbeverage industry-
dc.subjectPakistan-
dc.subject.disciplinefi=Markkinointi|en=Marketing|-
dc.titleMeasuring customer based beverage brand equity : investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty-
dc.type.okmfi=A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä|en=A1 Peer-reviewed original journal article|sv=A1 Originalartikel i en vetenskaplig tidskrift|-
dc.type.publicationarticle-
dc.type.versionpublishedVersion-

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