Brand Ambassador Impact Analysis

This book was undertaken to study the impact brand ambassadors have on the elements of brand equity - brand loyalty and brand image, if any. The brand ambassadors affect many aspects of the brand. Particularly because the brand ambassador is appointed so that the customers can associate all facets of the brand to this public figure. We tried to find out that since the public associated a brand with its ambassador what effect would that have on the brand equity, particularly brand loyalty and image. In order to determine the extent of the relationship between these variables - the brand ambassador, brand loyalty and brand image, we distributed 300 questionnaires out of which 284 were returned and 251 were conclusive. On the basis of these 251 questionnaires we were able to determine that it does indeed affect the elements of brand equity selected.

Autorentext

Hira Tariq est bibliothécaire adjoint à l'Université Ziauddin, Karachi. Muhammad Waseem Zia est professeur adjoint au département des bibliothèques et des sciences de l'information de l'université de Karachi.