Abstract
In Pakistan, the telecommunication sector after foreign investment has become highly
competitive and it has become difficult for this sector to hold existing customers and retain
new ones. By providing better brand perceptions, the companies could have a satisfied base of
consumers. The population for this study are the customers in the telecommunication sector,
and the sample size is 510 throughout five metro cities of Pakistan. After a couple of pilot tests,
the questionnaires administered to the respondents through a mall intercept method and 22
malls used for distribution for that in five metro cities that are Karachi, Lahore, Islamabad,
Peshawar & Quetta. The developed model explains the effect of branding parameters on
brand equity and concludes that if a telecommunication company is anxious to increase brand
equity then it should try to build customers' perceived quality so it may lead in the generation
of brand equity with higher levels. It is very beneficial for the marketing management who
wants to know the essence of its customer’s engagement with the marketing efforts as they
know that later it will aid in the company’s high performance. This research is limited to
Pakistan but not bound to any country and it can be implemented according to the
environment of other countries. Name of brands used for this survey is Mobilink, Ufone,
Telenor, Warid, Zong, and PTCL.
Masood Hassan. (2018) The Antecedents of Brand Equity: A Study from Telecommunication Industry of Pakistan, Journal of Independent Studies and Research-Management, Social Sciences and Economics, Volume-16, Issue-2.
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