Analyzing the mediating role of Brand association for Brand awareness and loyalty

Nazar Hussain Phulpoto, Imtiaz Ali Halepoto, Ayaz Hussain, Suhail Ahmed


Brands are of top priority and interest for many companies and marketing Professionals. Marketing managers are continuously realizing the power of the brands. In today’s competitive environment measuring the exact association of brands is most desirable goal for the organizations. The aim of research is to test empirically the mediating role of brand association for brand awareness and brand loyalty of customers and non-customers. In order to investigate the mediating role of the brand association for customers and non-customers, primary data were collected through a survey from both customers and non-customers of a mobile phone. Findings of the study confirm the mediating role of the brand association for awareness and loyalty for both customers and non-customers. Statistical Results show that Brand associations mediating role does not differ for customers and non-customers, across the product categories whereas the level of the association influents the level of the loyalty for a product.

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