MEDIATING ROLE OF BRAND EQUITY BETWEEN THE RELATIONSHIP OF BRAND EXPERIENCE AND BRAND PREFERENCE

Abstract

Aim of current research is to examine the relationships of brand preference, brand experience and brand equity. For this purpose current research consider the young customers of Pepsi Pakistan. 350 student were selected randomly from the three selected universties of Lahore i.e Lahore Garrison University (LGU), Information Technology University (ITU) and Lahor Leads University (LLU) . Stuctured questionnire was utilized for collection of data. 300 fully complete questionnires were used in final analysis. SPSS 24 and AMOS 24 were used for data analysisTo evaluate the relationships current study proposes the four hypotheses. Three of the hypotheses are about direct relationships and one is about mediation effect of brand equity between the relationships of brad experience on brand preference. All three hypotheses of direct relationships give the same kinds of findings as the previous researches i.e. effect of brad experience on brand preference, brad experience on brand equity and brand equity on brand preference respectively. Similarly, brand equity partially mediates the relationship of brad experience and brand preference. This is main findings of current research. For generalizing the results, this kind of research will also conducts on other sectors healthcare, telecom, banks for generalizing the results. In future researches some other important variables such as brand trust, brand love, brand attraction will be also included.