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Knowledge Metrics of Brand Equity: Critical Measure of Brand Attachment and Brand Attitude Strength

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Author(s): Arslan Rafi | Moeez Ahsan | Fawad Saboor | Salima Hafeez | Mohammad Usman

Journal: Asian Journal of Business Management
ISSN 2041-8744

Volume: 3;
Issue: 4;
Start page: 294;
Date: 2011;
Original page

Keywords: Brand association | brand attachment | brand attitude strength | brand awareness

ABSTRACT
The purpose of this study is to identify factors that can positively influence brand attachment and brand attitude strength. Brand creation through an effective marketing strategy is necessary for creation of unique associations in the customer’s memory. Customer’s attitude, awareness and association towards the brand are primarily focused while evaluating performance of a brand, before designing the marketing strategies and subsequent evaluation of the progress. In this research, literature establishes a direct and significant effect of Knowledge metrics of the Brand equity, i.e., Brand Awareness and Brand Association, on creation of Brand Attachment and Brand Attitude Strength and this factor becomes more effectual while introducing and promoting new brands. Finding of this research imply that for achieving desirable outcome through creation of Brand attachment and Brand Attitude Strength n the target audience and for designing more effective and fruitful strategies, managers and policy makers should pay more focus on creating strong Knowledge metrics amongst the target audience.
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