A Study Measuring the Influence of Brand Attributes on Brand Selection
In recent years competition between brands has become more complicated as the variety of local and foreign brands are available for customers. Above all, consumers in developing markets have several reasons for the purchase of new local and foreign brands in recent years. This paper attempts to analyze the different brands as important attributes, image, value, conscience and fairness that influence consumers to select a particular brand. For this a sample of 200 customers were selected from the cities of Rawalpindi and Islamabad. A questionnaire was adopted and properly distributed among the respondents to know the different factors that appeal to buy a local or international brand currently available in Pakistan. Descriptive data analysis techniques were applied to analyze the data. The results show that the importance of the brand, perceived value and brand image are important factors that influence customers to buy and use brands.
brand brand importance brand image brand equity and brand awareness
Asad Afzal Humayun Kashif ur Rehman Associate Ijaz ur Rehman
Foundation University Islamabad, Pakistan Iqra University Islamabad, Pakistan SZABIST Islamabad, Pakistan
国际会议
成都
英文
646-649
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）