Papers by Samia Nadeem Zakai
Turkish Online Journal of Qualitative Inquiry, Oct 1, 2021
<strong>Abstract: </strong>Brand loyalty, brand image, brand awareness, and perceived... more <strong>Abstract: </strong>Brand loyalty, brand image, brand awareness, and perceived brand quality are regarded the antecedents to brand equity while brand preferences and purchase intention are believed to be the consequences of brand equity.<br> The business philosophy of firms should be consistent about brand building for the market growth in such a way that each member of their team can believe in and stand behind. There should be thinking about what makes business different from others and how that fits into their business philosophy by considering brand equity as an important tool. The focus of this research is the packaged milk industry and research is with Karachi's participants. A sample of 300 package milk consumers from the metropolitan city of Pakistan i.e., Karachi, was contacted to determine the contribution of the variables. Six hypotheses have been established and all are acceptable. A structural equation is given. The relationship between brand equity and its dimensions is well aligned and show good fit with the research constructs. Brand equity also confirms its effect on customer brand preference and purchase intentions, which tends to support the suggested research framework.
International Journal of Social Science & Entrepreneurship
In marketing research, it is important to measure consumers’ perceptions related to advertisement... more In marketing research, it is important to measure consumers’ perceptions related to advertisements. Especially when these perceptions have the potential to set negative attitude. With rapid technological advancements, digital media advertising has become an important tool for advertisers to reach customers. Consumers’ perceptions of intrusiveness, irritation, and offensiveness are highly attributed to digital media advertising of unmentionable products. However, it is evident from the marketing literature that terms such as intrusiveness, irritation, and offensiveness are being interchangeably used. This leads to measurement issues of the consumers’ perceptions at the construct level. Therefore, this study considers it important to formally specify the relationships that exist between intrusiveness, irritation, and offensiveness. This formal specification was required to differentiate the concepts of intrusiveness, irritation, and offensiveness so that consumers’ perceptions at the ...
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Papers by Samia Nadeem Zakai