impact of brand equity & brand awareness on customer...
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INTERNATIONAL JOURNAL OF MODERN MANAGEMENT & FORESIGHT JOURNAL HOMEPAGE: IJMMF.COM ISSN: 2204-0072. VOL. 1, ISSUE 10, PUBLISHED ONLINE on OCTOBER 2014, pp. 287-303.
IMPACT OF BRAND EQUITY & BRAND AWARENESS ON
CUSTOMER’S SATISFACTION
ATIF BILAL1*
, FAIZA MAJID MALIK
2
*Department of Management Sciences, SZABIST, Islamabad1&2
ABSTRACT
The main objective of the present research is to explore the relationship between Brand Equity and Brand
Awareness with the Customer Satisfaction. For the study the data is collected through a survey based
questionnaire. Two hundred questionnaires were distributed to the customers shopping at branded shops of
Islamabad and Rawalpindi. The data of useable one hundred and eighty questionnaires is analyzed using SPSS.
Cronbach Alpha for reliability, correlation and regression tests for the relationship among variables were
applied for the data analysis purposes. The results indicated that there is a strong association between Brand
Equity and Customers’ satisfaction. The results also indicated that there is a strong and positive relationship
between Brand Awareness and Customer Satisfaction. It was found if the Brand Equity and Brand Awareness
are increased it can increase the Customer Satisfaction. The findings of the study can be of great value for the
marketing department, especially the Brand managers for maintaining and increasing the Customers’
satisfaction through these important factors.
KEYWORDS: Brand Equity, Brand Awareness, Customer satisfaction.
1. INTRODUCTION
Brand equity plays a significant role in the firms in creation and development of products and company’s brand
strategy, customer retention through satisfaction is the aim of every business, for a product to be sold there has
to be a demand and for demand it is important that whenever the need arises the particular brand is the first
thing that pops into the customer’s head, this is known as brand awareness, in this study we will be exploring in
detail the impact of brand equity and brand awareness on customer satisfaction.
customer satisfaction has always been one of the most important areas of interest for the researchers and
scholars of marketing, the concept has been studied by many researchers in different contexts of the world,
though the concept has been studied by many researchers in relation to different variables in a variety of
contexts, still it is one of the under studied areas in developing countries, customer satisfaction is considered as
the final response after using a product or service (Oliver, 1981), customer satisfaction is considered to be one
of the major influencing factors that triggers the repurchase behavior (Kumar, 2002; Mittal and Kamakura,
2001) and helps retain customers , who provide the firms with the financial capital required to operate and make
profits, thus is considered to be very important. Satisfaction comprises of both cognitive and emotional
modules. Most of the earlier researchers have found that satisfaction is predisposed by the quality and value
observed which is figured based on their expectancy (Selnes & Fred, 1993).
Brand awareness is a vital dimension of brand equity, is often considered to be an important part of consumers’
buying decision, as it represents the key reason for counting a certain brand in the consideration set. Brand
awareness also has an effect on consumers’ perceived risk calculation and their sureness in the purchase
judgment, due to awareness of the brand and its features.
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In the modern business environment competition is getting tougher and tougher with new competitors entering
the market every day, this is due to low barriers of entry, considering the current state of the economy, price
wars is not away to drive the competition out and retain customers, one has to delve deep into the subject of
consumer behavior and under the psyche of the consumer to find out what makes a customer buy a certain
product and keep buying it, this does not end here one has to make sure that the customer also spreads the word
among his peers and increase the reach using the word of mouth, this will increase the customer and will also
help the product reach where advertisement has not been able to. For the customers to be satisfied it is important
that there are no barriers, barriers to access which means that the product should be within the customers reach
whenever needed, for this distribution should be strong so that the product can be purchased without excessive
efforts, a successful brand always promises accessibility, secondly there should be no barriers to information,
this is important for customer awareness, a customer should be able to look up information relevant to a product
as per their requirements, in this internet prevalent environment companies should work on the concepts of
search engine optimization to create more awareness, effective advertisement is another method, ads should be
created in a way that they highlight the features of the product, what makes them better than the products
offered by the other competitors and most importantly they should target the emotional or the logical appeal in a
way that the name of the brand sticks to the potential or present customer’s mind so that when the time and need
arises the particular brand is the first thing they think of, hence creating a strong recall.
When a customer purchases a product on regular basis without switching between brands that means he is loyal
to the brand, this loyalty adds to brand equity. There comes a stage when a customer would prefer a brand over
all the others without extensive market research and is satisfied with his purchase decision, this is because the
customer has tried the brand in the past and the brand delivered everything that it promised and the customer
feels he got his money’s worth and is thus satisfied. Brand equity is the value of a brand and as the value of a
particular brand increases the level of satisfaction for these customers rises along with that, this is because of
the association they have created with the brand over the time of use, and they take pride to be users or owners
of that particular brand, for example you own a Mercedes, the company recently came out with the S-Class
2014 which is being named the most technologically advanced luxury car the world has yet seen by the Forbes
Magazine, this is a pretty big achievement in the car manufacturing industry where there are so many rivals and
all of them striving to be the best, coming up with new and innovative automobiles everyday now don’t you feel
proud to own such a brand and you know that it is doing so well, this will not only make proud to be associated
to the brand but will also increase your level of satisfaction.
Experts and scholars have not clearly detailed the influences that could lead to loyalty. However, there is a
unanimity that satisfaction could lead to loyalty (Gremlen and Brown, 1997; Cronin and Taylor, 1992).
Satisfied clients exhibit loyalty through repeat purchase, Getty and Thompson (1994) found that repeat business
is made through satisfaction towards the goods and service quality.
2. LITERATURE REVIEW
From the last two decades one of the major areas of research and in marketing has seen the relation between
Brand Equity and Customer Satisfaction (Black, 2006). It is very important to realize that Brand Equity and
Customer Satisfaction are interrelated and interdependence when it comes to customer satisfaction with a
particular brand. Brand equity is the complete profile about the customer satisfaction of a customer about a
particular product or a particular brand. The relation between Brand Equity and Customer Satisfaction can also
be described in terms that brand equity is the measure of customer satisfaction in most of the cases (Jang, 2010).
This means that if the brand equity of a product is high the customer satisfaction will also be high. This is the
reason it is more emphasized to increase brand equity in order to increase customer satisfaction (Laren, 1974).
Previous researches has shown that there is a strong and positive relationship between Brand Equity and
Customer Satisfaction (Torres & Tribo, 2007). It has also been seen that companies that have higher brand
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equity also have higher customer satisfaction. This satisfaction eventually lead to higher sales and higher
profitability.
One of the studies of Hoseini & Ahmadinezhad (2008) titled "Surveying the effect of variables including
customer satisfaction and customer trust of the brand name and brand equity on customers looking in the sector
of Refah Bank financial services (Iran)" indicated that a strong relation exist between Brand Equity and
Customer Satisfaction. This relationship has been seen both when the purchasing behavior was high and when
the purchasing behavior was low in a purchase situation.
Loyal customers means less vulnerability to the competitive pressure for the firm, so managers can instrument
successful value creating strategies generating brand equity value (Anderson and Sullivan, 1993). Furthermore,
customer satisfaction signifies a key element of the larger concept of a firm's customer satisfaction that,
according to instrumental stakeholder theory (Donaldson and Preston, 1995; Jones, 1995), generates value.
Leone et al (2006) in his studies states that brand equity has a noteworthy effect on customer interest and in
continuing a close relationship with the business due to trust and customer satisfaction. Aaker's research tells us
that, a finer brand means a superior quality of a product for a consumer unconsciously. The Consumer has
confidence that he has received a valuable product in exchange for his payment (Heydarzadeh & et al, 2007).
The trustworthiness of a brand plays an important role in growing reliance on the brand, thus can lessen risk,
shorten decision making process, and increase trust (Sweeney, 2001).
According to Brown and Dacin (1997), the business's reputation is very important from the stance of the
consumer to offer an outline of the quality of products or services produced. Meanwhile, according to Dick,
Chakravanty and Biehal (1990), through the study it is suggested that the repute of the business directly forms
the confidence of consumers for goods or services from firms that will affect the consumer's attention in
shaping the choice. Brand's equity can assist consumers to recognize process and save large amounts of data
regarding a product and brand name. it can also affect consumer's confidence in a purchase decision because the
customer has already had the experience it and he is aware of the brand name and its features (Aaker, 1991).
Brand's equity is an additional perceived equity for a consumer from a name in contrast with a similar and
nameless product (Yoo & Doutho, 1997). From the consumer perspective brand equity states that a brand
should be valued by customers if it wants to be a valuable brand. Brand equity based on consumer, offers
special guidelines regarding strategies and approaches of marketing and areas that can help manager's decision
making (Keler, 2008).
Consumers tend to make quick purchase decisions about a product if they know or recognize the brand. The
more the consumers can recognize, retain and remember a firms brand the more likely the fact that they will
purchase it. This is a benefit in contrast to rivals as consumers overlook the price and other quality when they
trust and know a brand, it becomes a part of the consumers life style to shop where they are used to and have
trust in the brand, thus feel more satisfied (Keller 2004, 50-53.).
Consumers always purchase products and services independently, but decision making always encompasses
several individuals, the decision making process follows a number of steps starting with the initiator, the
individual who initiates the decision making process and collects data after which the influencer, the person
who encourages or stimulates people to acquire or procure goods and services, they at times gather information
on their own as well, now the decider, who has the monetary power to make the ultimate purchase decision
makes the purchase, the user who essentially consumes the product (Jobba 2004, 67.)
The character of the user can be opted by any buyer or person depending upon the item for consumption, its
attributes and can also modify the role. Gender plays a significant part in the decision making as there exists a
difference of opinion and choices and preferences between men and women as men and women have different
preferences (Jobba 2004, 68.). Some cultures consider the women to be responsible for the household and
childcare, the women in those societies are thus in charge of making all the relevant purchase decisions, thought
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the husband still might be the source of family income, businesses in such environments should focus on
women and make their marketing strategies and their marketing mix accordingly so that the targeted group is
made aware of the brand and relevant methods should be used for brand recall.
Brand awareness is the likelihood that users identify the existence, accessibility and availability of a firm’s
product or services, generating this awareness by a firm is one of the key phases to promote its products and
services. Brand awareness comprises of both brand recognition and brand recall performance. Brand
recognition is the competency of a customer identifying a brand as one, which he or she has previously been
exposed to. Product promotion through brand awareness is one of the simplest and most effective means to
promote commodity related products because they have comparatively fewer discrepancies, which makes it
more difficult for the firm to differentiate their brand provided they don’t have a strong recognizable brand.
Customers tend to make decisions swiftly regarding a product if they know about or they recognize the brand.
The better the consumers can identify, recall and remember a firm’s brand the more satisfied will they be, and
this is where the firm will have the advantage they were looking for as at this stage the consumers are most
likely to ignore the price of the product because of the trust that they have on the brand, over time it becomes a
part of their lifestyle and they become confident of the brand, contributing to the level of customer satisfaction
(Keller 2004, 50-53.).
While deciding among contending brands a detailed appraisal, predominantly for brands that are new to the
market takes place and frequently with an established list of features and qualities, this new to the market takes
place often with an agreed list of attributes. This replicates the opinions of all the consumers who are willing to
try out the new brand, though a more concealed valuation also takes place based upon the communal behavior
or class of the particular consumer who judges whether the product suits his/her class or lifestyle, or if they can
associate themselves with that particular brand and consider the social implications of being associated with that
brand focusing on the thought whether they will be appreciated and respected being linked to that brand (Leslie,
Malcolm, Elaine 2011, 182). Existing and prospective customers analyze if a firm’s brand can support and
supply for their needs and requirements, if a firm continues to fulfill their requirements, and manages to keep a
high level of awareness and stays on top of the customer’s mind, the customers establish strong ties to the brand
with the subsequent rise in the level of satisfaction.
In contrast to this if a firm has high prices and does very little or nothing to advertise its products they
customers will simply shy away to a more prominent brand that they find more recognizable, easily accessible
and delivers what it promises and most importantly fits the needs of the customers, (Romaniuk and Sharp,
2004). Firms constantly need to carry out internal and external branding exercises combined with the right
advertisement and marketing mix in order to establish the right, positive and strong brand image, this strong
brand identity will also help the employees to communicate the brand to the customers in a much more
convincing way and they can attract the customers in a better way, plus internal branding is a method through
which the employees of the firm can understand the brand in its true meaning, the way it was intended to be
understood this will then enable them to communicate the message of the firm and the brand to the consumer in
a much clearer way, the employees are important here because they are able to communicate the message much
more effectively than any advertisement and a good informative encounter with a knowledge employee will
have a greater chance of retention for the firm and the brand in the customer’s mind, (Franzen, 1999).
Brand Awareness
Brand Equity
Customer Satisfaction
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FIG1. Theoretical Framework
Key Hypothesis for the Study:
Following are the two hypotheses those were developed after the detailed literature review.
H1: There is a positive association between Brand Equity and Customers’ satisfaction.
H2: there is a positive association between Brand Awareness and Customers’ satisfaction.
3. RESEARCH DESIGN
The customer satisfaction has been examined using primary data with two factors i.e. brand equity and brand
awareness of the customers about a particular brand. The study is done to test the hypothesis developed after the
literature review on the topic applying statistical test like Cronbach Alpha for reliability of the data and multiple
regression for the significance of the results.
Instrument
A twenty three items questionnaire using Likert Scale was designed and distributed to the respondents, who
were the general public of Islamabad and Rawalpindi. The reliability and validity of the variables was explored
properly. The data regarding respondents’ demographics has also been collected. The used of this scale (Likert
Scale) is justified on the basis as it has been used by many researchers successfully for the measurement of
variables such as customer satisfaction (Twyman, 1973; Lee & Green, 1991; Kalwani & Silk, 1982).
Convenient sampling technique is used for this research because it was easy to collect the data from different
sources and it’s the best suitable technique for this research. The type of study is causal in nature.
Methodology
For the present research the raw data is collected which is analyzed statistically. There are many types of
software that can be used for the data analysis of the present type of the research. However in the present study
Statistical Package for Social Sciences (SPSS 20.0) is used to analyze the data. The reason for using this
software is that it is well known for its successful data analysis tools that are available in it. The software is easy
to use and can cater many statistical tests that are required for the present research. The data was analyzed by
applying Cronbach Alpha for the estimation of reliability, Pearson’s correlation tool for the extent and the
strength of the relationship between the independent and independent variables. The regression was also run to
measure the relationship between the dependent and independent variables.
Population
The population of the study was the general public of Pakistan. The sample was taken from Islamabad and
Rawalpindi having many brand sale outlets in the city. Sum of 220 questionnaires were distributed out of which
180 responses were included for the data analysis that makes 81% of the respondent rate. It was made sure to
collect data from the customers who are at least using, or have used one branded good in their everyday life. For
the purpose customers from the sale stores of different branded shops were asked to fill the questionnaires.
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Measurement
In the study Brand Equity and Brand Awareness with Customers’ Satisfaction has been measured with required
items modified according to the context of the study.
Brand Equity
For this measurement (Mullen, 1995) was referred. Seven items were used for the questionnaire. The
rating option were five Likert Scale was used with 1 for strongly agree to 5 for strongly disagree.
Brand Awareness
For this measurement Brodie et al. (2009) was referred. Seven items were used for the questionnaire.
The rating option were five Likert Scale was used with 1 for strongly agree to 5 for strongly disagree.
Customer Satisfaction
For this measurement Babin, Anderson, and Tatham (2006) was referred. Nine items were used for the
questionnaire. The rating option were five Likert Scale was used with 1 for strongly agree to 5 for strongly
disagree.
Data Collection
Following were the characteristics of the sample regarding the demographics.
Table 1. Age
Frequency Percent Valid Percent Cumulative Percent
Valid
18-30 92 51.1 51.1 51.1
31-50 73 40.6 40.6 91.7
>50 15 8.3 8.3 100.0
Total 180 100.0 100.0
The above table shows that out of one hundred and eighty respondents 92 are aged between 18-30 years, 73 are
of age between 31-50 years and 15 are above 50 years of age.
Table 2. Gender
Frequency Percent Valid Percent Cumulative Percent
Valid
male 125 69.4 69.4 69.4
female 55 30.6 30.6 100.0
Total 180 100.0 100.0
The above table shows the gender of the respondents, out of 180 respondents 125 were males while 55 were
females.
Data Analysis
After the data was collected and coded, the suitable statistical data analytical techniques were applied, keeping
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in view the objectives of study by using the software (SPSS). The data was recorded in the SPSS with all items
and their respective labeled scale.
4. RESULTS
Reliability Analysis
Table 3. Reliability Statistics
Customer satisfaction
Cronbach's Alpha N of Items
0.877 9
Table 4. Reliability Statistics
Brand Equity
Cronbach's Alpha N of Items
0.871 7
Table 5. Reliability Statistics
Brand awareness
Cronbach's Alpha N of Items
0.0720 7
Nunnally (1979) stated that if the value of Alpha is equal or higher than 0.7 the reliability is considered
acceptable.
Table 6. Correlations
Brand_Equity Customer_Satis
faction
Brand_Awaren
ess
Brand_Equity Pearson Correlation 1 0.904**
0.949**
Sig. (2-tailed) .000 0.000
N 180 180 180
Customer_Satisfaction Pearson Correlation 0.904**
1 0.834**
Sig. (2-tailed) 0.000 0.000
N 180 180 180
Brand_Awareness Pearson Correlation 0.949**
0.834**
1
Sig. (2-tailed) 0.000 0.000
N 180 180 180
**. Correlation is significant at the 0.01 level (2-tailed).
The above table shows Pearson correlation analysis which indicates the effect of brand equity and brand
awareness on customer satisfaction in Pakistan.
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Correlation analysis of brand equity and customer satisfaction shows that there is significant relation between
the two variables (0.904** p<0.01).
Correlation analysis of brand awareness and customer satisfaction shows that there is significant relation
between the two variables (0.834** p<0.01).
From the above results we can see that for increasing the customer satisfaction, the brand equity and brand
awareness play a vital role.
Table 7. Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 0.907a 0.823 0.821 0.42862
a. Predictors: (Constant), Brand Awareness, Brand Equity
The table above shows the R square value that indicates the proportion of variation in customers’ satisfaction is
due to electronic marketing usage. In this case the value of R-Square = 0.902 or 90.7% variation in (Customer
satisfaction) is explained due to Brand Equity and Brand Awareness.
The value of Adjusted R square is the percentage of change after the adjustment of errors in the data. The
results shows the value of (Adjusted R-Square = 0.823) which means that 82.3% of the variation in the
Customer satisfaction is due to Brand Equity and Brand Awareness.
Table 8. ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 151.630 2 75.815 412.682 .000b
Residual 32.517 177 0.184
Total 184.147 179
a. Dependent Variable: Customer_Satisfaction
b. Predictors: (Constant), Brand_Awareness, Brand_Equity
The Table above shows significance value of (F = 412, p=.000), so we conclude that there is a statistically
significant relationship between dependent variable (Customer satisfaction) and the independent variable i.e.
Brand Equity and Brand awareness.
Table 9. Coefficients
Model Unstandardized Coefficients
Standardized
Coefficients T Sig.
B Std. Error Beta
1
(Constant) -.324 0.089 -3.662 0.000
Brand Equity 0.801 0.040 0.633 19.989 0.000
Brand
Awareness 0.383 0.033 0.361 11.719 0.000
a. Dependent Variable: Customer Satisfaction
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Firstly the results in table shows that there is a positive impact of independent variable (brand equity) on
dependent variable (Customer satisfaction) at (β= .801, p=000). Beta value shows the strength and direction of
independent variable (Brand Equity) on dependent variable (Customer satisfaction). The significance value is
shown by “p” value. So it is proved that the hypothesis H1 is accepted. From the results above it is seen that
there is a strong positive relationship between the Brand Equity and Customer satisfaction.
Secondly the results in table shows that there is a positive impact of independent variable (brand awareness) on
dependent variable (Customer satisfaction) at (β= .383, p=000). Beta value shows the strength and direction of
independent variable (Brand awareness) on dependent variable (Customer satisfaction). The significance value
is shown by “p” value. So it is proved that the hypothesis H2 is accepted. From the results above it is seen that
there is a strong positive relationship between the Brand Equity and Customer satisfaction.
Brand equity (H1)
The results established that the hypothesis 1 is accepted i.e. the brand equity is a strong factor in determining
the customers’ satisfaction.
Brand awareness (H2)
The results established that the hypothesis 2 is accepted i.e. the brand awareness is a strong factor in
determining the customers’ satisfaction.
5. DISCUSSION
The study has seen the association between the two independent and an independent variable. The independent
variables of the study were brand awareness and brand brand equity while the dependent variable was
customers’ satisfaction. Being the dependent variable customers’ satisfaction was the main focus of the study.
The present study showed that there is a strong association between brand equity and customers’ satisfaction.
This means that if the customer holds a good perception about a particular brand and feels good about the
quality and value of the brand, it is going to lead to the higher level of that particular brand in his or her mind.
From the last two decades one of the major areas of research and in marketing has seen the relation between
Brand Equity and Customer Satisfaction (Black, 2006).
It is very important to realize that Brand Equity and Customer Satisfaction are interrelated and interdependence
when it comes to customer satisfaction with a particular brand. Brand equity is the complete profile about the
customer satisfaction of a customer about a particular product or a particular brand. The relation between Brand
Equity and Customer Satisfaction can also be described in terms that brand equity is the measure of customer
satisfaction in most of the cases (Jang, 2010). This means that if the brand equity of a product is high the
customer satisfaction will also be high. This is the reason it is more emphasized to increase brand equity in
order to increase customer satisfaction (Laren, 1974).
A previous research has shown that there is a strong and positive relationship between Brand Equity and
Customer Satisfaction (Torres & Tribo, 2007). It has also been seen that companies that have higher brand
equity also have higher customer satisfaction. This satisfaction eventually leads to higher sales and higher
profitability.
One of the studies of Hoseini & Ahmadinezhad (2008) titled "Surveying the effect of variables including
customer satisfaction and customer trust of the brand name and brand equity on customers looking in the sector
of Refah Bank financial services (Iran)" indicated that a strong relation exist between Brand Equity and
Customer Satisfaction. This relationship has been seen both when the purchasing behavior was high and when
the purchasing behavior was low in a purchase situation.
Loyal customer means less vulnerability to the competitive pressure for the firm, so managers can instrument
successful value creating strategies generating brand equity value (Anderson and Sullivan, 1993). Furthermore,
customer satisfaction signifies a key element of the larger concept of a firm's customer satisfaction that,
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BILAL & MALIK (2014) VOL1, NO.10, PP. 287-303
according to instrumental stakeholder theory (Donaldson and Preston, 1995; Jones, 1995), generates value.
Leone et al (2006) in his studies states that brand equity has a noteworthy effect on customer interest and in
continuing a close relationship with the business due to trust and customer satisfaction. Aaker's research tells us
that, a finer brand means a superior quality of a product for a consumer unconsciously. The Consumer has
confidence that he has received a valuable product in exchange for his payment (Heydarzadeh & et al, 2007).
The present study also showed that there is a strong association between brand awareness and customers’
satisfaction. This means that if the customers is well aware about a particular brand and have all the required
knowledge about it, it is going to lead to the higher level of satisfaction about that brand. Many previous studies
in different contexts have also shown the relation between the brand awareness and customers’ satisfaction.
Consumers tend to make quick purchase decisions about a product if they know or recognize the brand. The
more the consumers can recognize, retain and remember a firms brand the more likely the fact that they will
purchase it. This is a benefit in contrast to rivals as consumers overlook the price and other quality when they
trust and know a brand, it becomes a part of the consumers life style to shop where they are used to and have
trust in the brand, thus feel more satisfied (Keller, 2004).
Limitations & Future Studies
There are some limitations of the present study that are necessary to be discussed here. First the study was
conducted by collecting data from two cites of Pakistan i.e. Islamabad and Rawalpindi. Therefore generalization
of the study must be made with great care and caution. Second limitation was of time, as the research was done
within four months, which created the limitation of data collection from different sources. As it was a
quantitative study, empirical in nature, yet if qualitative methods would have been applied for data collection,
the study might have been fruitful into an in-depth insight.
In the present study the relationship of brand Equity and Brand Awareness is seen with Customer Satisfaction.
The quantitative method was applied to analyze the data. In future if the same research is carried out using
qualitative method, it can produce some in-depth and important information about the topic. The mediating
effect of the variables such as price and availability can also be studied in the future researches. Another future
study can be conducted by collecting the data from more cities of Pakistan to make high generalizability of the
research.
6. CONCLUSIONS
To conclude we see that through the study a great amount of useful information about the customer satisfaction
can be drawn. After conducting the data analysis we came to the conclusion that there is a strong relation of the
three independent variables with the dependent variable. Out of the studies two variables brand equity plays a
very strong part in the customers’ satisfaction. The next contributor towards the customers’ satisfaction is the
brand awareness. Customer satisfaction has always been the most important area of marketing. For any manager
the main task is to enhance the customer satisfaction through different factors of brand strategies. Through the
study it has been seen that for the customer satisfaction brand equity plays an important role. This means that it
is necessary for the customer to feel satisfied that the good will of the brand must be high in the customers’
mind. Secondly customer awareness can also be a great factor that will increase the customers’ satisfaction.
The study can be helpful in providing the information to the brand manager as how to manage the brand
awareness among different customers. The study will also provide the information about how customers’
satisfaction is increased through brand awareness and brand equity. Ones the customer satisfaction is achieved it
will automatically lead to the higher profitability for the organization.
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