Impact of Societal Marketing on Brand Equity: A Study of Junaid Jamshed (J.)

Abstract

The purpose of this research is to examine the impact of Societal marketing on Brand equity of Junaid Jamshed J. in the fashion industry, especially the Asian consumer market has been targeted during this research. The target market has mainly from Islamabad and both genders have equally participated in the research, in which 384 respondents have participated in the data collection process. The quantitative approach has been used. Furthermore, a detailed literature review has been collected from past studies to find the limitation of the research. With the help of a detailed literature review, the model of the research has been made. This study gives the initial effort to understand brand awareness especially of Khaadi customers