Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan

Globally, the automobile industry is under immense competitive pressures with a pressing need to develop marketing strategies to effectively engage customers and compete in the market. However, sheer paucity exists in the research literature to address the mounting competitive pressures in the autom...

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Main Author:	Farhat, Kashif
Format:	Thesis
Language:	eng eng eng
Published:	2020
Subjects:	HD28-70 Management Industrial Management HF5001-6182 Business
Online Access:	https://etd.uum.edu.my/9866/1/s902514_01.pdf https://etd.uum.edu.my/9866/2/s902514_02.pdf https://etd.uum.edu.my/9866/3/references_s902514.docx
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id	my-uum-etd.9866
record_format	uketd_dc
spelling	my-uum-etd.98662024-07-22T08:13:22Z Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan 2020 Farhat, Kashif Mohd. Mokhtar, Sany Sanuri Md. Salleh, Salniza School of Business Management School of Business Management HD28-70 Management. Industrial Management HF5001-6182 Business Globally, the automobile industry is under immense competitive pressures with a pressing need to develop marketing strategies to effectively engage customers and compete in the market. However, sheer paucity exists in the research literature to address the mounting competitive pressures in the automobile market through brand engagement strategies, particularly in the emerging economies such as Pakistan. This study aims to identify the antecedents that persuade customers to purchase imported reconditioned car brands in Pakistan which in turn creates competition for local car manufacturers in the country. Customer-based brand equity (CBBE) and relationship marketing theories identify that the brand equity drivers and relational motivations are instrumental in enabling the automobile brands to perform optimally in the market. Thus, this study investigated how the CBBE drivers; brand identity, brand personality, brand experience, brand attributes, and brand affect influence the brand engagement of the automobile brands in Pakistan. Following multistage cluster sampling, based on 426 survey responses collected through mall intercept method from the automobile customers in Karachi, Lahore and Islamabad, the PLS path modeling analysis revealed a significant impact of brand personality, brand experience, brand attributes on brand affect and a significant impact of brand affect on brand engagement. The bootstrapping results supported the indirect relationship between brand engagement and brand personality, brand experience, and brand attributes through the mediating role of brand affect. However, brand identity displayed an insignificant direct relationship with brand affect and an insignificant indirect relationship with brand engagement through brand affect. The implications of the study include theoretically linking the brand equity drivers with brand engagement and enabling the local automobile brands in Pakistan to compete effectively with the imported reconditioned automobile brands. The study also addresses the limited nomological knowledge on brand engagement from the theoretical lenses of CBBE and relationship marketing. 2020 Thesis https://etd.uum.edu.my/9866/ https://etd.uum.edu.my/9866/1/s902514_01.pdf text eng public https://etd.uum.edu.my/9866/2/s902514_02.pdf text eng public https://etd.uum.edu.my/9866/3/references_s902514.docx text eng public other doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Mohd. Mokhtar, Sany Sanuri Md. Salleh, Salniza
topic	HD28-70 Management Industrial Management HF5001-6182 Business
spellingShingle	HD28-70 Management Industrial Management HF5001-6182 Business Farhat, Kashif Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
description	Globally, the automobile industry is under immense competitive pressures with a pressing need to develop marketing strategies to effectively engage customers and compete in the market. However, sheer paucity exists in the research literature to address the mounting competitive pressures in the automobile market through brand engagement strategies, particularly in the emerging economies such as Pakistan. This study aims to identify the antecedents that persuade customers to purchase imported reconditioned car brands in Pakistan which in turn creates competition for local car manufacturers in the country. Customer-based brand equity (CBBE) and relationship marketing theories identify that the brand equity drivers and relational motivations are instrumental in enabling the automobile brands to perform optimally in the market. Thus, this study investigated how the CBBE drivers; brand identity, brand personality, brand experience, brand attributes, and brand affect influence the brand engagement of the automobile brands in Pakistan. Following multistage cluster sampling, based on 426 survey responses collected through mall intercept method from the automobile customers in Karachi, Lahore and Islamabad, the PLS path modeling analysis revealed a significant impact of brand personality, brand experience, brand attributes on brand affect and a significant impact of brand affect on brand engagement. The bootstrapping results supported the indirect relationship between brand engagement and brand personality, brand experience, and brand attributes through the mediating role of brand affect. However, brand identity displayed an insignificant direct relationship with brand affect and an insignificant indirect relationship with brand engagement through brand affect. The implications of the study include theoretically linking the brand equity drivers with brand engagement and enabling the local automobile brands in Pakistan to compete effectively with the imported reconditioned automobile brands. The study also addresses the limited nomological knowledge on brand engagement from the theoretical lenses of CBBE and relationship marketing.
format	Thesis
qualification_name	other
qualification_level	Doctorate
author	Farhat, Kashif
author_facet	Farhat, Kashif
author_sort	Farhat, Kashif
title	Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
title_short	Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
title_full	Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
title_fullStr	Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
title_full_unstemmed	Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan
title_sort	brand equity drivers, brand affect, and brand engagement in the automobile market of pakistan
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2020
url	https://etd.uum.edu.my/9866/1/s902514_01.pdf https://etd.uum.edu.my/9866/2/s902514_02.pdf https://etd.uum.edu.my/9866/3/references_s902514.docx
_version_	1811772592146612224

Brand equity drivers, brand affect, and brand engagement in the automobile market of Pakistan

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