000			01632nam a22001697a 4500
999			_c13693 _d13693
003			AUCL
005			20200310112952.0
008			140403t xxu||||| |||| 00| 0 eng d
040			_cAUI
100			_aZubair, Nandana (070737); Wadood, Zainab (070766) 2011 _91783
245			_aDimensions of brand equity _ba Comparative study of coke and pepsi
260			_aIslamabad. _bDepartment of Business Administration (Air University Main Campus) _c2011.
300			_av,35p _eCD
520			_a The present research is “Dimensions of brand equity. A comparative study of coke and Pepsi” Brand equity is measured through customer preference and it is measured with the help of five dimensions which are brand loyalty, brand awareness, brand association, brand quality, brand image. The purpose of our study is to explore the role and value of marketing strategies, the methods and functions of branding strategy in head-to-head competition, and finally the avenues for growth through marketing for this questionnaire was selected and questionnaire comprises of 18 questions we divided our questionnaire into five section, according to five dimensions as mentioned above The MET (mean equality test) and regression is applied to data collected through the questionnaire By the study we founded out that: • Changes in Brand Awareness does not affect the probability of customer preference towards Pepsi • Changes in Brand Quality does not affect the probability of customer preference towards Pepsi • Changes in Brand Image does not affect the probability of customer preference towards Pepsi
526			_aBBA
942			_2ddc _cSP