Effect of Rebranding and Repositioning On Brand Equity Considering Brand Loyalty as a Mediating Variable

Abstract

In this research paper the researcher discusses the effect of rebranding and reposition on brand loyalty that impacts brand equity in case of Mobilink Pakistan. The researchers has selected rebranding and repositioning as independent variables, brand loyalty as mediating variable and brand equity as dependent variable. The study is done from twin cities of Pakistan "Islamabad and Rawalpindi". Data has been collected through questionnaires. Hypotheses are built and significant of each variable is tested, correlation and regression are used on Spss. Analysis are done on the basis of Spss. The result shows that brand loyalty doesn't mediate the relation in case of researcher's study. For future researches more variable should be discussed and a larger sample size should be taken from different cities.