A Study On The Association Between Brand Awareness And Consumer/Brand Loyalty For The Packaged Milk Industry In Pakistan

Abstract

Brand awareness remains fundamental to consumer life as the interaction initiation point to\nthe brands. This paper put forwards the relationship of brand awareness on consumer/brand\nloyalty in the packaged milk brands in the urban Pakistan. There is evidence of brand\nawareness and consumer/brand loyalty on brand equity. The approach takes into account\nsources of brand equity—brand awareness, consumer/brand loyalty, and image (perceptions /\nassociations) on the sample of consumer households. This paper suggests that in Pakistan\namong the packaged milk brands there is no relationship between brand awareness and\nconsumer/brand loyalty. In addition, testing relationship by setting perceptions as the\nmediating variable between brand awareness and consumer/brand loyalty results the same.\nFor practicing managers and marketers it is important to note that there is a need to update\ntheir understanding of the nature and role of brand awareness on convenience products which\nhas random switch purchase behavior and low-involvement. In the current era, marketers must\ndevelop branding strategies for commodity-products such as milk packaged brands by\ninvesting and strengthening its supply chain system, to create and increase brand awareness\nfor the milk brands in-turn to build consumer/brand loyalty than trying to directly build\nconsumer/brand loyalty by heavy spending on promotional tools.

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