The Impact of Brand Features On Brand Equity

Business Research Proposal
Business Research Method Proposal

Group Leader:
Azka Iqbal...13219
Faisal Noor13277
Zohaib
Daniyal Sheikh..13285
Group Members:
Proposal Topic:
The Impact of Brand Features on Brand Equity
Superior University Raiwind Road Lahore Page 1
Submitted To:
Mam Khansa Irem
ACKNOWLEGEMENT
We would like to thanks our supervisor Miss Khansa Irem for her reliable guidance and support during the proposal
and then we would like to thanks our parents and family members for being the best support, now and always.
Last but not the least we would like to thank my friends who support me, guided me and helped me whenever require
during my proposal.
Table of Contents
Abstract
1. Introduction
1.1 Background of the study

1.2 Purpose Statement
1.3 Research Objectives
1.4 Research Hypothesis
1.5 Conceptual Frame work8

1.6 Term Definition.8
1.7 Significance of the Study..9
2.
Literature Review..10
3.
Research Methodology13
3.1 Research Paradigm.13
3.2 Population and Sampling...14
3.2.1 Research population14
3.2.2 Sampling....14
3.3 Data Collection Method....15
3.4 Data Analysis...15
4. Ethical Considerations...16
5. Limitation and Delimitation...16

6. References..17
The Impact of Brand Features on Brand Equity

Abstract:
The purpose of this study is to investigate the impact of monetary and non monetary purchase intention
and customer loyalty toward brand in industrial markets. It is very challenging for managers to investigate that how
they create proper brand equity for identity, difference that provide company a competitive advantage form others
in the market with this regard managers should use different communication tools which has a stronger affect. This
study also examines the relationship between advertisement and brand equity and switching behavior of customer
toward brands. Study also explores the effect among brand awareness, perceived quality, brand loyalty, customer
purchase intention and mediating effect. The research having effect on marketing advertisement, and price promotion
to brand equity This research tends to explore relationship between brand equity as a whole construct comprising
(brand association & brand awareness, perceived service quality and service loyalty) with purchase intention.
The purpose of the present research is to investigate and build the new model of consumer-based brand equity
by exploring the knowledge of brand defection. The study sought to extend empirical evidence on the association
between brand loyalty and product-related factors: packaging, price and brand awareness. This research presents the
impact of promotional tools (print media, TV advertisement, LCDs and Billboards) on sales growth in rural areas of
Pakistan. The study is to investigate resellers point of view about the impact of brand awareness, perceived quality
and customer loyalty on brand profitability and purchase intention.
1. Introduction
1.1 Introduction and Background
Marketing mix
is one of tools that affects
brand equity and is an important challenge for determining
optimized marketing budget for increasing target market (Soberman, 2000) and brand (Ataman Mela and Van
Heerda, 2010)

(Philip kotler page: 198).Brand awareness, brand association, brand loyalty and perceived quality are the four
components of brand equity (Aaker: 1991). In addition to that a dominant brand elaborates a positive impact of
product quality and delivers the brand awareness in consistent manners and builds the brand image. According to
Yoo, Donthu, and Lee, all marketing action done, effectively or ineffectively, to create, control, and exploit brand
equity.
Macdonald and Sharp (2000) mention that even though consumers familiarize and are willing to purchase a
product, brand awareness is still an important factor to influence purchase decision. Consumers purchase
decision can be influenced if a product has higher brand awareness (Dodds, Monroe, & Grewal, 1991; Grewal,
Monroe & Krishnan, 1998).
Davis and Keller (2001) argue that marketers in the service sector through research in the field of brand
equity can measure and manage power of brands. Empirical research shows that Marketing activities will lead to
the creation of brand equity; It Is required to study the effects of advertising and promotions on brand equity
that gained a better understanding of the dimensions of brand equity.
Aaker (1991) defines brand equity to be the added value which is attributed towards the product` name. The purpose
of this study is i) to measure the impact and relationship which brand equity has on purchase intention and how
brand performance supports such construct. ii) To identify which organization has the greatest brand equity
(brand association, brand awareness, perceived service quality and service loyalty) among the organizations
under consideration iii) Explore brand equity from the point of view of service industry.
The purpose of this study is to investigate and build the new model of brand defection influenced CBBE. In our
study, brand defection from consumer perspective is the defection of consumers psychological activity, and the
defection begins with the defected willingness of consumer.
Academics and practitioners alike have recognized the importance of loyal customers, because such customers
usually spend more, buy more frequently, are motivated to search for information, are more resistant to competitors
promotions and are more likely to spread positive word of mouth (Bytyqi & Vegara 2008; Chaudhuri & Holbrook
2001; Dick & Basu 1994; Keller 2008).
For creating the brand equity the previous researches suggest that marketing mix factors are very important (e.g.,
Yoo et al., 2000; Buil et al., 2013). Hence, one of the main problems for the marketers is providing the suitable
budget for marketing in order to achieve both the highest affect on the target market and also the brand
(Soberman, 2009) (Ataman et al., 2010).

For the new industry or brand it is very important that the brand should increase its sales. For this purpose
they used different techniques of promotion. These techniques include the electronic media and print media;
electronic media include TV, radio, commercial LCD and the print media include news papers and magazine.
Retailer as well as purchase behavior of consumer slants if a product comprises of elevated alertness regarding the
brand (Grewal, Monroe & Krishnan, 1998).Profitability performance tends to have positive relationship with brand
awareness. Profitability performance is a monetary input of brand to the revenue of the retailer.
Many scholars have highlighted different concepts such as Brand Equity (Aaker, 1992), Customer Equity
(Rust et al., 2000, Mehmood et al 2011 (a)) which these concepts carry consumer buying behavior. A good
solution for making brand superiority is through brand personality. Sticking personalities to brand helps in making a
different identity and then end to better desirability for consumers Positive customer-based brand equity, in turn, can
lead to greater revenue, lower costs, and higher profits; and it has direct implications for the firms ability to
command higher prices, customers willingness to seek out new distribution channels, the effectiveness of marketing
communications, and the success of brand extensions and licensing opportunities (Keller, 2003). According to
Huber (2010), While presence in the global markets needs top quality and best price. The consumers stick to
the pinpoint brand inside the very similar circumstance.
1.2 Purpose Statement
The purpose of the study was to investigate the impact of packaging, price and brand awareness on brand
loyalty. The research is conduct to identify the relationship between brand equity and brand loyalty. The intent of
research is to understand and explore the effects among brand awareness, perceived quality, brand loyalty and
customer purchase intention and mediating effects of perceived quality and brand loyalty on brand awareness
and purchase intention in Pakistan. What are factor that influence the brand equity and brand loyalty how customer
in Pakistan switch to a new brand and what are the basic factors needs to a brand for the successful entry in market
and also they are keep loyal to this brand. This study investigates that whether marketers and brand managers should
use the all the tool of marketing communication and which medium is stronger affect on the brand equity.
1.3 Research Objectives
To examine the relationship that influences the effectiveness advertisement.

To test the influence of brand awareness on effective advertisement.
To determined that brand loyalty does influence the effective advertisement.
To examine the perceived quality influence the effective advertisement.
Brand switching relationship with effective advertisement.

1.4 Research Hypothesis
H1: Brand equity has a significant and positive relationship with effective advertisement.
H2: Brand awareness has a significant and positive relationship with effective advertisement.
H3: Brand loyalty has a significant and positive relationship with effective advertisement.
H4: Perceived quality has a significant and positive relationship with effective advertisement.
H5: Brand Switching has a negative relationship with effective advertisement.
1.5 Conceptual Frame Work

Dependent Variable
Independent
Independent Variable
Variable
Brand Equity
Brand Awareness
Perceived Quality
Brand Loyalty
Advertising
Effectiveness
Brand
Switching
1.6 Term Definition

Brand Equity:
Brand equity is set of brand value and responsibilities that are attached to the brand and name its image,
which enhance or reduce from the worth provided by the products or services.
Brand Loyalty:
brand loyalty as an intensely held assurance to repurchase or patronize a favorite product or service continuously
in the future, thus causing repetitive the same-brand although situational impacts and marketing exertions
having the potential lead toward switching behavior.
Brand Awareness:
Brand awareness involves consumer acknowledgement, remembrance, knowledge supremacy, top of-mind
awareness, brand attitude and performance of brands.
Perceived Quality:
Perceived quality is the continuous improvement process which always keeps on changing and stimulates
product performance to satisfy contemporary needs and wants of the customers.
Brand Switching:
Keller explained brand switching as the behavior of the customers to move from one brand to another.
1.7 Significance of the Study
1. Advertising has a substantial role in modern competition. Companies communicate to their patrons, both
prevailing and prospective customers. Companies allocate an extensive portion of resources to
advertisement. It is very essential to recognize how well advertisement attracts and sustain
customers emotional and rationale appeals. The most stimulating complications encountered by
advertisers and ad agencies are the subject of evaluating the efficacy of the advertising.
2. Effectiveness Advertisement is distributed into communication effectiveness and sales effectiveness.
Sales volume can be used to estimate sales effectiveness, message recognition, understand and
fluctuating attitudes and actions of customers for calculating communication effectiveness. The
communication effectiveness can be calculated by advertisement recognition.

3. Advertisement recognition is evoking of past memory of people after viewing features of specific
ads.
2. Literature Review
BILAL, M., KHAN, A., & KHAN, S (2013) The main aim of this research was to find out how the marketing
communication affects the Brand Equity in the cold drink and mobile industries. Dependent variable (Brand
Equity) it is called dependent because it "depends" on the independent variable. Independent variables (Perceived
quality, Awareness of brand, Advertising & Brand Loyalty)
Jalilvand, M. R., Samiei, N., & Mahdavinia, S. H. (2011) paper aims to investigate the effect of brand equity
dimensions on purchase intention, based on Aakers well-known conceptual framework in the Automobile industry.
Dependent Variable Purchase intention is dependent variable and affected by brand equity. Independent Variable
Brand awareness, Brand association, Perceived quality, Brand loyalty significantly affect on Purchase intention.
Yaseen, Nazia; Tahira, Mariam; Gulzar, Amir; Anwar, Ayesha December 2011 The study is to investigate resellers
point of view about the impact of brand awareness, perceived quality and Customer loyalty on brand profitability and
purchase intention. Dependent Variable is profitability and purchase intension. Independent Variable Brand
awareness, Perceived quality, Customer loyalty are independent variable.
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009) The main purpose of conducting this research was to investigate
the relationship between Brand Equitys components and consumer buying behavior in Iran in term of FMCG.
Dependent Variable Consumer Buying Behavior is dependent variable that is affected from independent
variable. Independent Variable Brand Equity, Customer Equity, Brand loyalty, perceived quality, Brand association
are independent variable that affect consumer buying behavior.
Dhurup, M., Mafini, C., & Dumasi, T. (2014) The purpose of the study was to investigate the impact of
packaging, price and brand awareness on brand loyalty. Dependent Variable Brand loyalty was used as the
Dependent variable. Independent Variable packaging, price and brand awareness were used as the independent
variables.

Mubushar, I. H., & Kamran Iftikhar, M. This study investigates that whether marketers and brand managers should
use the all the tool of marketing communication and which medium is stronger affect on the brand equity. Dependent
Variable Corporate Reputation is dependent variable Independent Variable Integrated marketing Communication
Brand Equity.
Aarabi, N., & Bromideh, A. A. (2006) The results of the present study show marketing advertisements on perceived
quality, brand awareness, brand image and brand loyalty has a positive effect; price promotion has a negative effect
on perceived quality and has positive effect on brand image. Dependent Variable Advertising and price promotion
are Independent variable, Independent Variable Perceived quality of the brand, Brand loyalty and brand image are
dependent variable.
Nasim Roustapisheh Mehmood Zohoori, Shabnam Mousavi Khesal, Shahriar JUNE 2013VOL 5, NO 2 This
quantitative research tries to show the relationship between different method of advertisement and brand
equity in fast food industry of Iran. Dependent Variable Brand Equity Brand Awareness, Brand Association,
Perceived Quality, Brand Loyalty. Independent Variable Online Advertisement, Print Advertisement, TV
Advertisement.
Tariq M.I., Humayon A.A. Bhutta M.H. and Danish R.Q., Res. J. Recent Sci., 3(6),40-45(2014) The aim of this study
is to examine the relationship of effective advertisement on brand equity and brand switching behavior Of the
customers regarding major soft drink brands of Pakistan. Dependent Variable Advertising Effectiveness Independent
Variable Brand Equity, Brand Awareness, Perceived Quality, Brand Loyalty.
Ramezani, M. R., & Heidarzadeh, K. (2014) The purpose of this study, is investigating monetary and
nonmonetary promotions on purchase intention and customers loyalty to brand in industrial markets. Dependent
Variable Brand perceived value, Brand association Independent Variable Brand awareness Brand loyalty Perceived
value of transaction Purchas intention.
Ahmed, K., Mehmood, N., Irem, S., & Sultana, A. (2012) this research examines the impact of promotional tools
(print media, TV advertisement, LCDs and Billboards) on sales growth in rural areas of Pakistan. Dependent
Variable Sales Growth is dependent variable Independent Variable TV advertisement, Print media, Billboard
advertisement, Commercial LCDs.
Dolatabadi, H. R., Kazemi, A., & Rad, N. S. (2012) In order to reach this purpose, this study has analyzed the
influence of brand personality on sale product through brand equity concept, from view point of retailer cosmetic

product in Iran. Dependent Variable Perceived quality, Awareness is dependent variable. Independent Variable brand
Personality brand Equity brand Sale.
Irshad, N., & Irshad, W. Service Based Brand Equity, Measure of Purchase Intention, Mediating Role of Brand
Performance. This research tends to explore relationship between brand equity as a whole construct comprising
(brand association & brand awareness, perceived service quality and service loyalty) with purchase intention.
Dependent Variable Perceived service quality, brand awareness, service loyalty Independent Variable Purchase
intention, brand performance
Dr. Hsin Kuang Chi, Nanhua University, Taiwan Dr. Huery Ren Yeh, Shih Chien University. The purposes of the
study are to explore the effects among brand awareness, perceived quality, brand loyalty and customer purchase
intention and mediating effects of perceived quality and brand loyalty on brand awareness and purchase intention.
Dependent variable brand Loyalty Independent variable brand Awareness.
Qi, Guoqin Zhao, and Shengliang Zong Journal of Economics, Business and Management, Vol. 1, No. 4, November
2013 the purpose of the present research is to investigate and build the new model of consumer-based brand equity
by exploring the knowledge of brand defection. Independent variable brand Awareness. Dependent variables are
brand equity.
3. Research Methodology
3.1 Research Paradigm:

The term paradigm described as essentially a collection of belief shared by different scientist a set of agreement
about how problems are to be understood .how we view the world and thus go about conducting research .these
paradigm contain a basic set of beliefs or assumptions that guide our inquiries. There are mainly three paradigm to
the verification of theoretical proposition i.e. Positivism, Interpretive, and pragmatism.
Positivism:
Positivism assumes that true knowledge is based on experience of senses and can be obtained observation and
experiment. Singular reality exist researcher is on distance collect data on instrument researcher unbiased, formal
style and it is inclined to be deductive which test theory.
Interpretivism:
An individual seek an understanding of the world where he live, work subjective meaning of their experience or
toward certain objects or things. Multiple realities exist researcher close visit participant at their sites and collect data
researcher biased, informal style and inductive in nature that generate theory.
Pragmatism:
The third paradigm is associated with mixed method research. The goal of pragmatic research is not to replace either
of these approaches but rather to draw from the strength and minimize the weakness both in single research studies
and across studies. Singular and multiple both realities exist, multiple stances formal and informal both.
Decision:
For our research we have adopt positivism paradigm because we have to verify theory and theory verify through
deductive process so thats why we choose positivism in which we check relationship between dependent and
independent variables cause and effect relationship determined so here positivism paradigm is much suitable to
identify the significant impact either it is positive or not.
3.2 Population and Sampling
3.2.1 Research population:
Our population is student of higher learning institutes of Lahore, Pakistan were selected on the basis of simple
random sampling and were asked to fill the questionnaires along with open-ended questions in the form of
interviews to investigate their intrinsic feelings.
3.2.2 Sampling:
Sampling is the process of selecting segment of the population for investigation one segment of population is
selected for investigation.

There are two techniques of sampling through which the data is collected following are the techniques of sampling:
Probability
Non Probability
Probability:
Probability sampling used in quantitative research Probability sampling is an approach of sampling in which the
equal chance to be selected.
Non probability:
Non probability sampling used in Qualitative Research in which the chance or probability of each unit to be selected
is not known of confirms.
Reason about sampling Technique:
This study used Probability sampling technique because it is quantitative in nature and further selects one of its
sampling techniques which named Simple Random Sampling and were asked to question.
Sample size and site:

We select 206 students of higher learning institutes of Lahore, Pakistan on the basis of simple random sampling
and were asked to fill the questionnaires along with close ended questions in the form of questionnaire.
3.3 Data Collection Method
There are two types of data collection method; Interview and Questionnaire
3.3.1 Interview vs. Questionnaire
Interview the form of data collection and it is used in Qualitative Research and interview is the process of listening
in and asking question between interviewer and interviewee. Any person to person interaction or debate between two
or more individual with a specific purpose in mind is called interview.

Questionnaire is pre-formulated written set of questions to which respondents record their answer Questionnaire is
self explanatory, read and answered by respondents and used in quantitative research.
Select Questionnaire for Research:
In this research questionnaire are the instrument of data collection because it is quantitative research approach and
measuring scale that select is adopts a 5 point liker scale ranging 1-strongly disagree, 2-disagree, 3-neither agree nor
disagree, 4-agree, 5-strongly agree. The questionnaire will be close ended because the research will be quantitative
research. Ask the question form male and female both to understand the significant impact of effectiveness of
advertisement on brand equity form Lahore, Punjab Pakistan.
3.4 Data Analysis
To collect data structured questionnaire method was used. In order to obtain correct info from consumers a number
of closed ended questions were made-up. Correlation and regression analysis were used to analyze the data and to
measure the hypothesis which were not mediation based. Sobel test was used to check the mediation and measure the
hypothesis of mediation. Correlation analysis was used as a prerequisite of Sobel test. The questionnaire consists of
two parts .The first one is the Demographical Background while the second one includes the dependent variable
(Brand Equity) and independent Variables such as (Advertising, Brand Loyalty, Awareness of the Brand and
Perceived Quality). Five Point Likert Scale methods were used to reveal the consumers agreement/disagreement
regarding the items mentions in this proposal. Factor analysis, cronbach alpha and ANOVAs multiple regression
analysis are the statistical tools.
4. Ethical Considerations
Before conduct our study we have set ethical standard for our research and ensured that we must follow this during
our research because this standard makes our study purpose very clear and meaningful and readers easily understand
our intentions we must take the permission before any video conferencing data collection the privacy of respondent
keep safe till the end of research and under highly confidentiality. Ensure and guide about the purpose of research for
which the data is collected from them also ensure them their personal data should not be shared with others without
their prior permission.
5. Limitation and Delimitation
Limitation and delimitation are that which has affect our research due to different reasons are following:
We have only focus high learning students of Lahore.
The research topic that we have to select there much work already done so we delimit our research to specific
demographic place.
We are still university students so we cant afford heavy budget for this research largely
We have limited time with limited resources
6. Reference
BILAL, M., KHAN, A., & KHAN, S (2013). 42. The Impact of Brand Features on Brand Equity.
Jalilvand, M. R., Samiei, N., & Mahdavinia, S. H. (2011). The effect of brand equity components on purchase
intention: an application of Aakers model in the automobile industry. International Business and
Management, 2(2), 149-158.
Yaseen, Nazia; Tahira, Mariam; Gulzar, Amir; Anwar, Ayesha December 2011 Interdisciplinary Journal of
Contemporary Research in Business;Dec2011, Vol. 3 Issue 8, p833
Chi, H. K., Yeh, H. R., & Yang, Y. T. (2009). The impact of brand awareness on consumer purchase intention:
The mediating effect of perceived quality and brand loyalty. Journal of International Management
Studies, 4(1), 135-144.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand
loyalty: Evidence from the paint retailing industry.Acta Commercii, 14(1), 9-pages.
Mubushar, I. H., & Kamran Iftikhar, M. (2013). The Effect of Integrated Marketing Communication on
Customer Based Brand Equity with Mediating Role of Corporate Reputation in Cellular Industry of
Pakistan. Global Journal of Management And Business Research, 13(6).
Aarabi, N., & Bromideh, A. A. (2006). The impact of e-commerce on the Iranian insurance
companies. University
essay
from
Lule
tekniska
universitet/Industriell
ekonomi
samhllsvetenskap/Industrial marketing and e-commerce.

Nasim Roustapisheh Mahmood Zohoori, Shabnam Mousavi Khesal, Shahriar JUNE 2013VOL 5, NO 2
Tariq M.I., Humayon A.A., Bhutta M.H. and Danish R.Q., Res. J. Recent Sci., 3(6),40-45(2014)
och

Ramezani, M. R., & Heidarzadeh, K. (2014). THE IMPACT OF MONETARY AND NON-MONETARY
PROMOTIONS
ON
BRAND
EQUITY
IN
INDUSTRIAL
MARKET
(CASE
STUDY:"IRANPOTK"COMPANY). International Journal,3(5), 2307-227X.

Ahmed, K., Mehmood, N., Irum, S., & Sultana, A. (2012). INTERDISCIPLINARY JOURNAL OF
CONTEMPORARY RESEARCH IN BUSINESS.
Dolatabadi, H. R., Kazemi, A., & Rad, N. S. (2012). The Impact of Brand Personality on Product Sale
through Brand Equity (Case Study: Cosmetic Products Retailers). International Journal of Academic
Research in Business and Social Sciences, 2(11), 294-309.
Irshad, N., & Irshad, W. Service Based Brand Equity, Measure of Purchase Intention, Mediating Role of
Brand Performance. About Academy of Contemporary Research Journal (AOCRJ), 58.
Dr. Hsin Kuang Chi, Nanhua University, Taiwan Dr. Huery Ren Yeh, Shih Chien University, Kaohsiung,
Taiwan Ya Ting Yang, Graduate Student, Nanhua University, Taiwan
Journal of Economics, Business and Management, Vol. 1, No. 4,
Qi, Guoqin Zhao, and Shengliang Zong
November 2013

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Business Research Proposal

Business Research Method Proposal

Superior University Raiwind Road Lahore Page 1

Business Research Proposal

Mam Khansa Irem

Superior University Raiwind Road Lahore Page 2

Business Research Proposal

1.1 Background of the study

1.3 Research Objectives

1.4 Research Hypothesis

1.5 Conceptual Frame work8

5. Limitation and Delimitation...16

Superior University Raiwind Road Lahore Page 3

Business Research Proposal