The Impact of Customer Relationship Factors on Brand Equity: Evidence from Pakistan

Abstract

The purpose of this study is to examine how brand equity is affected by customer relationship elements such as trust, satisfaction, loyalty, and emotional connection in the context of Pakistani brands. The study investigates how these elements support the development of a more robust brand value in a developing market. A survey-based design is used to gather data from 750 Pakistani consumers as part of a quantitative research approach. Likert scale questions are used in the survey to gauge respondents' opinions of the important elements of customer relationships and how they relate to brand equity. Descriptive statistics, regression analysis, and correlation analysis are performed on the data using SPSS software. According to the findings, the main factors influencing brand equity in Pakistan are trust, satisfaction, and loyalty; emotional connection also plays a part, but its influence is much less significant. The most important predictor of brand equity was found to be customer loyalty, which was followed by trust. According to these results, building solid relationships with customers especially through loyalty and trust improves brand equity. The study offers insightful information that helps Pakistani marketers priorities CRM tactics that build loyalty and trust while boosting brand equity. The results hold importance for businesses seeking to gain a competitive advantage in the Pakistani market.