Factors Influencing Brand Equity in Beverages Industry of Karachi, Pakistan

Abstract

The research conducted to evaluate the factors affecting brand equity in beverages industry in Karachi. The research focused on factors of brand equity and model has been developed based on empirical researches. The researcher analyzed various factors includes the Corporate Social responsibility (CSR), corporate branding, advertising and promotion, firm value and customer satisfaction is core factors affects the brand equity in beverages industry. The research variables and developed hypothesis based on explanatory research with Quantitative approach. The hypothesis answered based on primary data collected.   The research conducted with primary data collection, data collected from 350 consumers of beverages industry and data analyzed through SPSS Software. The collected data analyzed with references to demographic factors, reliability test, correlation analysis, regression analysis and hypothesis testing best on results of regression and ANOVA has been performed. The results of correlation analysis show that the variables are significant and positive significant relationship with brand equity and regression analysis applied. The regression results shows that the three factors having significant impact of brand equity includes the Corporate Social Responsibility, Corporate Branding and Firm value, the other two factors includes Customer satisfaction and advertising and promotion hypothesis are rejected based on t test and regression results. The research is useful for beverages industry and marketers to consider their policies according to customer perspective and they can focus on significant factors to enhance the brand equity of firm in beverages industry.