Do Better Brand Management Influence Consumer Purchase Decision? COVID-19 Pandemic Challenges from Pakistan Banking Sector

  • Farhan Mirza Lecturer, KUBEAC Department at University of Management and Technology, Sialkot Campus, Punjab, Pakistan
  • Sohail Younus Lecturer, KUBEAC Department at University of Punjab, Jhelum Campus, Punjab, Pakistan
  • Sarina Sherazi PhD Scholar and HOD, Social sciences and business management, The Millennium Universal College, Islamabad, Pakistan
  • Ali Zeeshan Examination Officer, University of Management and Technology, Sialkot Campus, Punjab, Pakistan
Keywords: Brand Equity, Brand Image, Brand Loyalty, Brand Association, Consumer Purchase Decision

Abstract

Banking Sector (BS) are facing more enormous challenges due to the quick spread of NOVEL COVID-19, which locked people's lives over the globe. Countries are ready to confront the epidemic since it will last for many months. Brand management is one of the critical concerns. Organizations are managing their brand to attract potential customers from the market in this pandemic situation. In this regard, this study aims to evaluate brand management's role in a consumer purchase decision (CPD). This study has used brand equity, brand loyalty, brand association, and brand image as brand management factors. For this objective, data have been collected from 210 customers of banking organizations. Data have been gathered using a snowball sampling method, which allows the respondents to spread the questionnaire link with the friends; this study has used SPSS and AMOS to analyze the data. However, the findings of the study have portrayed that brand management substantially influences consumer purchase behaviour. Therefore, whenever organizations develop their strategies to attract potential customers, organizations can increase brand performance by efficiently managing it. Additionally, this study has also discussed relevant theoretical and practical implications and limitations and future recommendations.

Published
2021-10-27
How to Cite
Farhan Mirza, Sohail Younus, Sarina Sherazi, & Ali Zeeshan. (2021). Do Better Brand Management Influence Consumer Purchase Decision? COVID-19 Pandemic Challenges from Pakistan Banking Sector. Academic Journal of Social Sciences (AJSS ), 5(3), 249-265. Retrieved from https://ojs.lgu.edu.pk/index.php/ajss/article/view/1607
Section
Articles