Impact of brand awareness and brand image on brand equity: A comparative study on Huawei and ~ phone in Pakistan

Abstract

This research work analyses the impact of brand image and brand awareness on brand equity of two celebrated mobile phone brands including Huawei and I Phone. In today’s world, mobile phone is a necessity and its important cannot be negated. Brands are up to investing a lot of money to maintain their brand equity. However, it is quite significant to investigate factors influence the brand equity. This study has examined the role of brand image and brand awareness on brand equity of Huawei and I Phone. For the purpose of analysis a survey has been carried to measure the influence of brand image and brand awareness of Huawei and I phone on brand equity. Equal sample of 100 respondents of each brand collected. Total of 200 and then analyzed with multiple regression and t-test. It is observed through t-test that there is no difference in brand equity, brand image and brand awareness of users of both I phone and Huawei. Then, after t-test multiple regression analysis was applied and it was found that both brand image and brand awareness have positive impact on brand equity.