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Impact of Effective Advertisement on Brand Equity and Brand Switching Behavior; Study of Food and Beverages Industry in Emerging Market

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Author Affiliations

  • 1National College of Business Administration and Economics, Lahore, PAKISTAN
  • 2COMSATS Institute of Information and Technology, Vehari, PAKISTAN
  • 3Pakistan Society of Criminology, PESHAWAR
  • 4Hailey College of Commerce, University of the Punjab, Lahore, PAKISTAN

Res. J. Recent Sci., Volume 3, Issue (6), Pages 40-45, June,2 (2014)

Abstract

The aim of this study is to examine the relationship of effective advertisement on brand equity and brand switching behavior of the customers regarding major soft drink brands of Pakistan. 206 students of higher learning institutes of Lahore, Pakistan were selected on the basis of simple random sampling and were asked to fill the questionnaires along with open-ended questions in the form of interviews to investigate their intrinsic feelings. SPSS 16.0 was used to measure the results of the data collected. The findings suggest that effective advertisement is positively related to brand equity and negatively related to brand switching behavior of the customers. Future directions and practical implications for managers are discussed in detail at the end of this study.

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