The Effects of Brand Equity on Brand Loyalty (A case on Soft Drinks in Peshawar-PEPSI)

Abstract

The present study was conducted in the soft drinks products available in Peshawar markets. There are different soft drinks available in the market but the current study will take the carbonated drink i.e. Pepsi as the unit of the study. All the soft drinks will be the population of the study. It is almost impossible to measure the brand equity and brand loyalty for the all the soft drinks in the Peshawar market. Therefore the ease in the data collection and completing the research study in the allocated time period, the study will be limited to the carbonated drink i.e. PEPSI as the sample of the study. The current study includes the students from the public sector universities as the sample unit and randomly 300 students will be selected as a sample size of the study. The study will design a closed ended questionnaire which will be based on five point liquid scale and also multiple items for the brand equity and brand loyalty. The data from the sample 300 students will be collected this questionnaire and all the questionnaires will be administered personally. The finding of the model suggested that the brand awareness, brand image, brand relation and brand retention have positive and significant effect on the brand loyalty