A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan

South Asian Journal of Management Sciences (SAJMS), Vol.5, No.1.

11 Pages Posted: 22 Oct 2010 Last revised: 17 Feb 2011

See all articles by Amber Osman

Amber Osman

Office of Research, Innovation & Commercialization - ORIC

M.I. Subhani

Iqra University Research Centre - IURC

Date Written: October 20, 2010

Abstract

Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand awareness and consumer/brand loyalty on brand equity. The approach takes into account sources of brand equity - brand awareness, consumer/brand loyalty, and image (perceptions/associations) on the sample of consumer households. This paper suggests that in Pakistan among the packaged milk brands there is no relationship between brand awareness and consumer/brand loyalty. In addition, testing relationship by setting perceptions as the mediating variable between brand awareness and consumer/brand loyalty results the same.

For practicing managers and marketers it is important to note that there is a need to update their understanding of the nature and role of brand awareness on convenience products which has random switch purchase behavior and low-involvement. In the current era, marketers must develop branding strategies for commodity-products such as milk packaged brands by investing and strengthening its supply chain system, to create and increase brand awareness for the milk brands in-turn to build consumer/brand loyalty than trying to directly build consumer/brand loyalty by heavy spending on promotional tools.

Keywords: brand Awareness, consumer/brand loyalty, brand equity, brand perception

JEL Classification: A13, B22, C12, C14, D12, M31, M37

Suggested Citation

Osman, Amber and Subhani, M.I., A Study on the Association between Brand Awareness and Consumer/Brand Loyalty for the Packaged Milk Industry in Pakistan (October 20, 2010). South Asian Journal of Management Sciences (SAJMS), Vol.5, No.1.. Available at SSRN: https://ssrn.com/abstract=1695113

Amber Osman (Contact Author)

Office of Research, Innovation & Commercialization - ORIC ( email )

Defence View
Shaheed-e-Millat Road (Ext.)
Karachi, Sindh 75500
Pakistan

M.I. Subhani

Iqra University Research Centre - IURC ( email )

Defence View
Shaheed-e-Millat Road (Ext.)
Karachi, Sindh 75500
Pakistan

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