Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan

Zara Aqeel; Muhammad Imran Hanif; Muhammad Shaukat Malik

Article Details

Research Article Volume 12 Issue 1

Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan

Zara Aqeel • Muhammad Imran Hanif • Muhammad Shaukat Malik

Published: 05 Oct 2017 Issue:Volume 12 Issue 1 Oct 2017 Author details below

Zara Aqeel

Institute of Banking and Finance Bahauddin Zakariya University, Multan

Muhammad Imran Hanif

Institute of Banking and Finance Bahauddin Zakariya University, Multan

Muhammad Shaukat Malik

Institute of Banking and Finance Bahauddin Zakariya University, Multan

Brand Equity Co-branding Brand Personality

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Abstract

Research summary

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.

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Article History

Published 05 Oct 2017

How to Cite

Aqeel, Z., Hanif, M. I., & Malik, M. S.. (2017). Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan. Journal of Business and Retail Management Research, Volume 12 Issue 1.

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Archive cited by No internal citing article yet

Reference depth 39 sources listed

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APA

Aqeel, Z., Hanif, M. I., & Malik, M. S.. (2017). Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan. Journal of Business and Retail Management Research, Volume 12 Issue 1.

MLA

Aqeel, Zara, et al.. "Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan." Journal of Business and Retail Management Research, Volume 12 Issue 1, 2017.

Chicago

Zara Aqeel, Muhammad Imran Hanif, and Muhammad Shaukat Malik. "Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan." Journal of Business and Retail Management Research Volume 12 Issue 1 (05 Oct 2017).

Harvard

Aqeel, Z., Hanif, M. I., & Malik, M. S. (2017) Impact of co-branding and brand personality on brand equity: A study of telecom sector in Pakistan. Journal of Business and Retail Management Research, Volume 12 Issue 1

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