Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets

Muhammad Umair; Mubarak Ahmad

doi:doi:10.11648/j.jim.20180703.15

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Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets

Muhammad Umair, Mubarak Ahmad

Published in Journal of Investment and Management (Volume 7, Issue 3)

Received: 26 June 2018 Accepted: 24 July 2018 Published: 15 August 2018

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Abstract

Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.

Published in	Journal of Investment and Management (Volume 7, Issue 3)
DOI	10.11648/j.jim.20180703.15
Page(s)	102-107
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2018. Published by Science Publishing Group

Keywords

Customer Based Brand Equity [CBBE], Hakim Hyper Market [HHM], Metro Cash and Carry [MCC], Pakistan’s Retailing Business, Cronbach Alpha, Regression Analysis Pearson’s Correlation

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APA Style

Muhammad Umair, Mubarak Ahmad. (2018). Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. Journal of Investment and Management, 7(3), 102-107. https://doi.org/10.11648/j.jim.20180703.15

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ACS Style

Muhammad Umair; Mubarak Ahmad. Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. J. Invest. Manag. 2018, 7(3), 102-107. doi: 10.11648/j.jim.20180703.15

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AMA Style

Muhammad Umair, Mubarak Ahmad. Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. J Invest Manag. 2018;7(3):102-107. doi: 10.11648/j.jim.20180703.15

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@article{10.11648/j.jim.20180703.15,
  author = {Muhammad Umair and Mubarak Ahmad},
  title = {Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets},
  journal = {Journal of Investment and Management},
  volume = {7},
  number = {3},
  pages = {102-107},
  doi = {10.11648/j.jim.20180703.15},
  url = {https://doi.org/10.11648/j.jim.20180703.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jim.20180703.15},
  abstract = {Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.},
 year = {2018}
}

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TY  - JOUR
T1  - Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets
AU  - Muhammad Umair
AU  - Mubarak Ahmad
Y1  - 2018/08/15
PY  - 2018
N1  - https://doi.org/10.11648/j.jim.20180703.15
DO  - 10.11648/j.jim.20180703.15
T2  - Journal of Investment and Management
JF  - Journal of Investment and Management
JO  - Journal of Investment and Management
SP  - 102
EP  - 107
PB  - Science Publishing Group
SN  - 2328-7721
UR  - https://doi.org/10.11648/j.jim.20180703.15
AB  - Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.
VL  - 7
IS  - 3
ER  -

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Author Information

Muhammad Umair

Department of Business Administration and Commerce, University of Sargodha, Sargodha, Pakistan
Mubarak Ahmad

Department of Business Administration and Commerce, University of Sargodha, Sargodha, Pakistan

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APA Style

Muhammad Umair, Mubarak Ahmad. (2018). Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. Journal of Investment and Management, 7(3), 102-107. https://doi.org/10.11648/j.jim.20180703.15

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ACS Style

Muhammad Umair; Mubarak Ahmad. Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. J. Invest. Manag. 2018, 7(3), 102-107. doi: 10.11648/j.jim.20180703.15

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AMA Style

Muhammad Umair, Mubarak Ahmad. Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. J Invest Manag. 2018;7(3):102-107. doi: 10.11648/j.jim.20180703.15

Copy | Download

@article{10.11648/j.jim.20180703.15,
  author = {Muhammad Umair and Mubarak Ahmad},
  title = {Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets},
  journal = {Journal of Investment and Management},
  volume = {7},
  number = {3},
  pages = {102-107},
  doi = {10.11648/j.jim.20180703.15},
  url = {https://doi.org/10.11648/j.jim.20180703.15},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jim.20180703.15},
  abstract = {Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.},
 year = {2018}
}

Copy | Download

TY  - JOUR
T1  - Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets
AU  - Muhammad Umair
AU  - Mubarak Ahmad
Y1  - 2018/08/15
PY  - 2018
N1  - https://doi.org/10.11648/j.jim.20180703.15
DO  - 10.11648/j.jim.20180703.15
T2  - Journal of Investment and Management
JF  - Journal of Investment and Management
JO  - Journal of Investment and Management
SP  - 102
EP  - 107
PB  - Science Publishing Group
SN  - 2328-7721
UR  - https://doi.org/10.11648/j.jim.20180703.15
AB  - Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas.
VL  - 7
IS  - 3
ER  -

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