IMPACT OF BRAND EQUITY & BRAND AWARENESS ON CUSTOMER’S SATISFACTION

The main objective of the present research is to explore the relationship between Brand Equity and Brand Awareness with the Customer Satisfaction. For the study the data is collected through a survey based questionnaire. Two hundred questionnaires were distributed to the customers shopping at branded shops of Islamabad and Rawalpindi. The data of useable one hundred and eighty questionnaires is analyzed using SPSS. Cronbach Alpha for reliability, correlation and regression tests for the relationship among variables were applied for the data analysis purposes. The results indicated that there is a strong association between Brand Equity and Customers’ satisfaction. The results also indicated that there is a strong and positive relationship between Brand Awareness and Customer Satisfaction. It was found if the Brand Equity and Brand Awareness are increased it can increase the Customer Satisfaction. The findings of the study can be of great value for the marketing department, especially the Brand managers for maintaining and increasing the Customers’ satisfaction through these important factors

Keywords:

Brand Equity , Brand Awareness , Customer satisfaction