Brand Equity, Co-branding, Brand Personality
Brand Equity is an important concept in marketing academia and practice. It has long been studied but still there are gaps to be filled. The research aims to explain marketers of how brand extension strategy and brand personality can enhance brand equity. Co-branding and brand personality are the emerging development in market which attract scholars to explore for future implications.
This research is conducted in the telecom sector of Pakistan. Based on the responses from 619 cellular users, the study explains the relationship between co-branding and brand personality with brand equity. The results are highly significant, co-branding and brand personality have strong relation with brand equity enhancement, and when they are observed together, their impact synergized to increase brand value. Hence, our findings indicate that users of the telecommunication brands do ascribe personality characteristics to the brands they use. The study also gives future directions to research on.
Full Text : PDF