MANAGEMENT OF BRAND EQUITY IN DIVERSIFIED CULTURE: FORWARD INTEGRATED WOMEN APPAREL BRANDS OF PAKISTAN

Abstract

The purpose of this thesis is to find the positive relation of Hofstede cultural dimensions on brand equity by considering brand awareness, brand image, brand loyalty, and perceived quality as mediating variables. Hofstede's cultural dimensions (Six-Dimensional) and Aaker's model’s four contributing factors of Brand equity are the basis of the conceptual framework. A convenient sampling technique is used for distributing a questionnaire to samples from major shopping malls in Karachi, Pakistan. The sample size was 430 women customers of 5 top women's apparel brands of Pakistan. Data analysis was conducted through SMART PLS 3.0 by using SEM. Based on results, we can infer that the model has adequate fitness and predictive power. Some of the Hofstede’s cultural dimensions showed particular significance. All direct hypotheses based on the positive relationship of brand awareness, brand image, brand loyalty, and perceived quality with brand equity were accepted. Masculine/Feminine dimension is entirely recognized with direct and indirect relationships to brand equity. Power distance, Individualism/Collectivism, Uncertainty Avoidance, dimensions were significant directly with the mediation of Brand Awareness, Brand Image, and Brand Loyalty. Conversely, these three dimensions were insignificant with Brand Equity directly and with the mediation of Perceived Quality. Indulgence/ Restrain turned up with mixed results as direct and indirect relation of Indulgence/ Restrain with brand equity with the mediation of brand awareness was insignificant. Conversely, the direct and indirect relationship of Indulgence/ Restrain with Brand Equity with the mediation of Perceived Quality was significant. The direct relation of Indulgence/ Restrain with Brand Image, Brand Loyalty was substantial, where indirect relation of Indulgence/ Restrain with Brand Equity keeping Brand Image and Brand Loyalty as mediator showed insignificant results