Amna Abbas

Academic

Career

Verbatim text

To study the mediating role of Brand Awareness between Product Quality, Promotional Tactics and Brand Trust, and how significantly Brand Image impacts this relationship 
 
With increasing competition among brands worldwide, they are spending more and more on marketing and advertising in order to gain a large share of the market. As marketing majors, we were always curious about what factors play a role in developing an effective marketing plan and what outcomes are expected from that specific plan. The reason we choose this topic for our final year project is to identify the role of product quality in the development of brand trust among consumers, but this relationship has a mediating variable of brand awareness, as product quality and promotional tactics help brands to create awareness among consumers about the brands, which is commonly known as brand awareness. However, we could not demonstrate the effectiveness of this relationship without taking into account the consumer perspective on brands, as this perspective is a major factor in making or breaking of brand trust.  
• promotional tactics, indicating that the two are unrelated. Furthermore, there is a weak positive relationship of product quality with brand awareness, brand image, and brand trust. 
• Our second independent variable, promotional tactics has a strong positive correlation with brand awareness. Furthermore, promotional tactics has a strong positive correlation with brand image. Similarly, promotional tactics and brand trust have a moderately positive  
• Our mediator, brand awareness, has a highly significant and strong positive relationship with brand image, and it is positively correlated with brand trust. 
 
 
 
 
 
 
 
Area of Study: 
Marketing 
Supervisor Name: 
Ms. Sarah Khan 
Group Members:   
Amna Abbas (I18 - 0109) 
Arqam Khan Swati (I18 - 0172) 
Zain Ul Abbidin Cheema (I18 - 0091)

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