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| Consumers' Assessment on the Brand Equity of Solar Energy Firms in Pakistan |
Rana Zain-ul-Abidin, Samia Nadeem Zakai, Syeda Zuriat Ul Zahra
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Abstract:
The assessment of brand equity has often been described as the new research direction, particularly in solar energy companies. Accordingly, this study which was conducted in Pakistan investigated the sources of brand equity for solar energy companies' brand such as word of mouth and brand personality with relationship quality as the mediator. Although past researches had investigated the effect of these sources of brand equity, only a few researchers discovered the effect of relationship quality as a mediator between the sources of brand equity in the context of Firms. In this study, the model was developed based on the theory of brand equity and the social exchange theory. The study employed systematic sampling where 138 questionnaires were distributed to the consumers of solar energy companies in Pakistan. The data gathered was analyzed using the SEM-PLS.3.0. The results indicated that word of mouth and brand personality have significant and positive effects on brand equity. It also showed that relationship quality has a direct relationship with brand equity. Moreover, relationship quality mediates the relationship between the sources of brand equity such as word of mouth and brand personality, and brand equity. Consequently, the findings of this study have further strengthened the theory on brand equity and the social exchange theory and related literature as well. This study also put forth recommendations for solar energy industry regarding the best approaches to build brand equity using the strategic sources of brand equity to ensure long-term relationships with clients in the light of the strong competitive advantage. For later research, it would be great to incorporate other strategic sources which may contribute to strengthen the theory besides providing the management the know-how for better-informed decisions.
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