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Knowledge metrics of Brand Equity; critical measure of Brand Attachment

Author

Listed:
  • Arslan Rafi (Corresponding Author)

    (Scholar, Iqra University, Islamabad, Pakistan)

  • Arslan Ali

    (Scholar, Iqra University, Islamabad, Pakistan)

  • Sidra Waris

    (Scholar, Iqra University, Islamabad, Pakistan)

  • Dr. Kashif-ur-Rehman

    (Associate Professor, Iqra University, Islamabad, Pakistan)

Abstract

Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customers memory. Customers 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 in 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.

Suggested Citation

  • Arslan Rafi (Corresponding Author) & Arslan Ali & Sidra Waris & Dr. Kashif-ur-Rehman, 2011. "Knowledge metrics of Brand Equity; critical measure of Brand Attachment," Far East Journal of Psychology and Business, Far East Research Centre, vol. 3(5), pages 41-50, April.
    • Handle: RePEc:fej:articl:v:3a:y:2011:i:5:p:41-50
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    References listed on IDEAS

    as
    1. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
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    More about this item

    Keywords

    Brand Attachment; Knowledge Metrics; Brand Awareness; Brand Association;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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