Components of the brand equity of internet service providers (ISPs) in Pakistan

Abstract

See, stats, and : https : / / www . researchgate . net / publication / 273027462 COMPONENTS INTERNET (ISPs) IN PAKSITAN ARTICLE READS 92 1 : Kashif Mohammad 1 SEE Available : Kashif Retrieved : 02 Business Review – Volume 9 Number 2 Abstract This study assesses the determinants of customer - based - brand equity of Internet Service Providing brands in Pakistan . A Likert scale questionnaire was served to 251 respondents , selected through convenience sampling , to assess correlational relationship between the dependent variable : brand equity and independent variables : brand loyalty , brand awareness , perceived quality and brand association . Brand loyalty , brand awareness and perceived quality were found to have a positive significant impact on building brand equity . It ' s recommended that marketers and brand managers allocate maximum resources to brand loyalty and brand awareness to gain higher brand equity of ISPs brands .