Journals Proceedings

Abstract

This research is conducted to test the effect of selected marketing mix element on over all brand equity. After sales service, price, promotion and distribution intensity has been chosen to see their effect on perceived quality, brand loyalty, brand awareness and association which are elements of overall brand equity as proposed by Aaker in 1996. To test the model Mobile Industry is chosen as this industry is growing day by day and most of the customers are brand conscious in this industry due to high involvement product and complex buying behaviour. Youth of all over Pakistan was chosen as a sample to conduct research. The result indicates positive impact of after sale service, promotion and price on perceived quality, brand loyalty, brand association and awareness.