Investigation the Inﬂuence of Marketing-mix Efforts on Brand Equity in

the Bangladesh Software Industry

Md. Tarek Hasan

1 a

, Mohasina Akter

, Sakib Islam Shuhrid

, Tanvir Ahmed Khan

, Farzana Sadia

and Mahady Hasan

1 b

Department of Computer Science & Engineering, Independent University, Dhaka, Bangladesh

Department of Computer Science & Engineering, Daffodil International University, Dhaka, Bangladesh

Keywords:

Dimension of Brand Equity, Marketing-mix Efforts, Brand Equity, Software Branding.

Abstract:

Brand equity is a vital metric for measuring a brand’s health, and monitoring it on a regular basis is an im-

portant part of efﬁcient brand management. An already developed model is being used to examine the rela-

tionships among marketing-mix efforts (channel/place, price, promotion, and after-sales service), and three

dimensions of brand equity (brand awareness, perceived quality, and brand loyalty). The goal of our research

was to see how the marketing mix (pricing, product, place, promotion) and after-sales services affected three

aspects of brand equity. The model is tested in the context of the Bangladesh software sector. The study

focused more on the hypothesis that checks Bangladesh’s software industry perspective. It’s a descriptive

survey in which the necessary information was gathered through a questionnaire. 70 responses were selected

as sample data to analyze. The correlations between research variables have been investigated utilizing SPSS

(correlation and regression) and Amos software. Structural equation modeling is used to test the model and

research hypotheses. Cronbach’s alpha was used to conﬁrm reliability. Perceived quality is placed as a me-

diator between the marketing mix efforts and brand equity. The results show that few of the marketing-mix

efforts and threedimensions of brand equity have signiﬁcant relationships with brand equity.

1 INTRODUCTION

Brand value as gotten from the data plans may be rep-

resented by a lot of viewpoints. These angles inte-

grate brand care, brand afﬁliations, product quality,

and brand commitment (Aaker, 1996). Six compo-

nents of brand esteem proposes, which are organized

into four moderate levels: striking nature at the base

level, execution and image at a higher level, judgment

and feeling at the second-to-undeniable level, and res-

onation at the signiﬁcant level (Keller, 2008). As de-

picted in that phrase, customer choice is heavily inﬂu-

enced by brand esteem, and thus those in purchaser

markets are acutely aware of the need to appropri-

ately direct brand esteem (Aaker, 1991, 1996; Keller,

2008). Of course, brand esteem is fairly downplayed

in business markets due to a couple of speciﬁc pieces

of the business market exchange (Webster and Keller,

2004). The data structures of brand care and con-

stancy increases the value, buyers get from the prod-

https://orcid.org/0000-0002-3777-2229

https://orcid.org/0000-0002-9037-0181

uct by inﬂuencing their thinking, feelings, and actions

concerning the product. Thus, the product is of more

value when it is set apart than unbranded, and this

more vital worth is implied as brand esteem (Aaker,

1991, 1996). Whenever the brand value of a prod-

uct is adequately high, target buyers act decidedly to-

wards the product.

A stronger brand reputation would elicit more

conﬁrmation of superior quality (Cretu & Brodie,

2007). For sure, even in an essentially earlier pe-

riod, for example, it was once commonly referred to:

”Purchase bosses favor IBM PCs to unbranded, high-

quality different choices.” A strong brand helps sellers

maintain their control over the social exchange with

buyers. For example, Intel really shipped off the ”In-

tel Inside” campaign, which presented to Intel a more

prominent measure of such control. Overall, brand

esteem contributes to a more grounded buyer-seller

relationship, and a more grounded relationship leads

to higher brand esteem.

Three brand-material examinations itemized were

conducted before 1990 (Cretu & Brodie, 2007).

These three examinations are based mainly on is-

152

Hasan, M., Akter, M., Shuhrid, S., Khan, T., Sadia, F. and Hasan, M.

Investigation the Inﬂuence of Marketing-mix Efforts on Brand Equity in the Bangladesh Software Industry.

DOI: 10.5220/0011337300003280

In Proceedings of the 19th International Conference on Smart Business Technologies (ICSBT 2022), pages 152-159

ISBN: 978-989-758-587-6; ISSN: 2184-772X

sues, including the brand-naming part and its impact

on promoting practices like arranging and headway.

They don’t totally ponder the key factors that concern

(1) the traits of brand esteem in business market set-

ting, (2) promoting mix attempts, and (3) market exe-

cution.

This basic association model is deﬁnitely huge be-

cause it helps ﬁrms with understanding which dis-

plays they should embrace to foster the parts of brand

esteem that add to their market power and hence grow

their ﬁnancial show. The fundamental associations

model is deeply rooted in purchaser advancing, and

data conveyed from this model is critical for compre-

hending how brand esteem is created and what it im-

plies for market execution in business markets (Yoo

and Donthu, 2001).

Among these viewpoints, three are particularly

signiﬁcant. Regardless, it is often perceived that

the occupation of corporate image is greater in cur-

rent display than in customer promotion (Webster and

Keller, 2004).

2 LITERATURE REVIEW

In research study, few authors attempted to identify

beneﬁcial determinants of consumer loyalty and se-

lection (Kavosh and Asadi, 2014). Based on the the-

ories of Baldinger and Robinson author investigated

the impact of brand image on consumer loyalty and

perceptions of public relations (Kavosh and Asadi,

2014). Customers’ risk avoidance and brand loyalty

were investigated by few authors to looked at online

purchase brand enhancement (Nakhaei, 2013). An-

other author looked at the impact of brand image on

the relationship between public perception and cus-

tomer loyalty (Aulia & Briliana, 2017). The author

from Iran, investigated the impact of brand equity on

achieving loyal clients in the food machine industry

(Sokachaee, & Babaei, 2014).

Different approaches, such as company-oriented

and customer-oriented, result in varied notions of

brand equity (Fayrene & Lee, 2011). Customer-based

Brand Equity (CBBE) is deﬁned as the evaluation of

a customer’s perception toward a certain brand based

on customer knowledge, awareness, and associations

with respect to the brand (Tong & Hawley, 2009).

Customer-based Brand Equity has been proven as

a complicated concept with multiple dimensions (Yoo

& Donthu, 2001). Numerous studies have been con-

ducted to measure the idea of customer-based brand

equity as part of the broad literature review.

(1) Brand Awareness, (2) Brand Association, (3)

Brand Loyalty, (4) Perceived Quality, and (5) other

proprietary brand assets (e.g., patents, trademarks,

and channel partnerships) as the ﬁve dimensions to

measure the idea (Aaker, 1991). Other author created

and validated a multi-dimensional scale composed of

three dimensions of brand equity in empirical inves-

tigations of developing customer-based brand equity

(Yoo & Donthu, 2001).

Brand equity is viewed as a multidimensional no-

tion in the literature (Aaker, 1991). Author consid-

ers brand awareness and brand image to be separate

dimensions of brand equity, with more brand aware-

ness and a more positive image resulting in higher

brand equity. These factors have a beneﬁcial impact

on brand equity (Keller, 1998).

In general, the higher the brand awareness and the

more positive the brand image of a service brand, the

higher the brand equity, higher prices boost brand eq-

uity, with perceived brand quality acting as a mediator

(Yoo, Donthu, & Lee, 2000). Advertising is an impor-

tant part of the marketing mix that may be utilized to

effectively raise brand awareness (Keller, 1998; Yoo,

Donthu, & Lee, 2000).

Despite the short-term ﬁnancial gains generated

by increased sales, price bargains tend to reduce brand

equity (Yoo, Donthu, & Lee, 2000). Consumers’ per-

ceptions of brands are negatively inﬂuenced by price

deals before they even test out the goods. Consumer

interactions with a service provider have a direct im-

pact on the development of the service brand image,

which affects brand equity (Berry, 2000). As a result,

the service delivery process has an impact on the es-

tablishment of the service brand image, which in turn

has an impact on brand equity, resulting in increased

brand equity. This study show where hypotheses are

acting correctly, and our research will verify it in our

market place.

3 RESEARCH MODEL &

HYPOTHESIS

3.1 Research Model

This study investigates the effects of brand awareness,

perceived quality, and brand loyalty on brand equity.

This model (Fig:1) also shows the relationship with

place/channel, price, promotion, and after-sales ser-

vices. This model is based on Aaker (1996), and Yoo

and Donthu (2001). In this model, the marketing mix

affects brand equity directly or indirectly. Also, the

three dimensions affect the overall brand equity. In

the model, brand awareness affects perceived qual-

ity and brand loyalty. Also, perceived quality affects

Investigation the Inﬂuence of Marketing-mix Efforts on Brand Equity in the Bangladesh Software Industry

153

brand loyalty. In Figure 1, the author actually ob-

serves each criteria of the over-all brand equity. To

begin, Figure 1 shows how each marketing mix is in-

directly linked to the others, with the author taking

into account three channel/place attributes, two price

attributes, six promotion attributes, and three after-

sales service attributes. Then there are the three el-

ements of brand equity, which are inextricably linked

to one another and to marketing mix activities. From

then, three brand awareness attributes, two perceived

quality attributes, and three brand loyalty attributes

were taken into account. The three dimensions of

brand equity have a direct relationship with overall

brand equity, which inﬂuences the three brand equity

qualities.

Figure 1: Conceptual Model.

3.2 Brand Equity

A brand is an important part of any product. It is a

bridge between customer and company. When com-

pared to a generic alternative, brand equity refers to a

value premium that a company generates from a prod-

uct with a distinctive name. Brand equity’s perceptual

and behavioral components are important aspects of

branding that have been extensively addressed in the

marketing domain (Foroudi, Pantea, 2018). Brand eq-

uity has a great impact on customer satisfaction. As

a result of a customer’s interactions with the brand,

brand equity develops and grows. For a company that

has positive brand equity, consumers are willing to

pay more for the product. A set of dimensions can be

used to describe brand equity derived from a knowl-

edge model. These models include brand awareness,

brand associations, perceived quality, and brand loy-

alty (Aaker, 1996).

3.3 Brand Awareness

Brand awareness refers to how well your target au-

dience recognizes and is familiar with your brand.

Brands with a high level of brand awareness are re-

ferred to as ’trending,’ ’buzzworthy,’ or simply ’pop-

ular.’ A potential buyer’s capacity to recognize and

remember that a brand belongs to a speciﬁc commod-

ity class is known as brand awareness (Aaker, 1996).

Brand awareness is a tool for measuring the marketing

and advertising of a product. Brand awareness is im-

portant for the following: promotes trust, establishes

associations, builds brand equity

3.4 Perceive Quality

Basically, perceived quality is customers’ thoughts or

judgments of any product. What does one think of the

product or the services that the company provides?

It can also be interpreted as a general appraisal of a

brand’s desirability or superiority (Aaker, 1996). Per-

ceived quality is based on brand loyalty, and higher

levels of perceived quality can boost brand loyalty. In

truth, perceived quality is the customer’s mental ap-

praisal of a product or service, which provides value

to customers and gives them a reason to buy by dis-

tinguishing a brand from its competitors (Shamami,

Roya, and Bahram 2019).

3.5 Brand Loyalty

Brand loyalty is one of the major elements of brand

equity. Consumers’ positive associations with a prod-

uct or brand are referred to as ”brand loyalty.” Be-

cause loyal customers to a brand require fewer promo-

tional activities than other customers, they are will-

ing to pay more for the beneﬁts and quality of their

favorite brand and are willing to stand up to sit-

uational factors and competitors’ marketing efforts,

even though there may be logically other alternatives

(Shamami, Roya, and Bahram 2019).

3.6 Marketing-mix

As a feature of a complete promoting plan, a show-

casing blend envelops various areas of focus. The

client value approach isn’t distinct from the showcas-

ing blend’s essential ideas, including item, cost, place,

advancement, individuals, process, and actual proof

(Munawar, Mohamed, Yusliza, Saputra, Muhammad,

Bon, 2021). Among those reviews that we have done,

they are mostly centered around brand value and pro-

moting blends. In a business, everything must be ar-

ranged and planned. This is done to gain an advantage

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154

over the opposing organizations. A novel market-

ing mix is a unique combination of individual selling,

traditional publicizing, exposure, deal advancement,

online entertainment, and additionally captivating the

part of internet business to energize the target market

to purchase a decent item. At times, this is alluded to

as the special blend too. The main component in the

promotion blend is the item.

3.7 Price

Price is one of the signiﬁcant components of promot-

ing blend, which builds the beneﬁts as well as ex-

pands the pieces of the pie. It inﬂuences organizations

directly or by implication. Price encompasses both

monetary and non-monetary charges that customers

incurring exchange for the beneﬁts of a product (ad-

ministration) and includes both monetary and non-

monetary uses (Shamami, Roya, and Bahram 2019).

The deal cost of the item will reﬂect what is required

by the buyers. That is the thing they will pay for.

Solely after realizing the base expense, the selling

cost can be ﬁxed. The following terms can be used to

estimate price: cost-plus, esteem basis, competition,

input size, discount, physical, and so on (Beyene,

Birhanu, 2018). As per the discoveries of another re-

view, valuing is an aberrant benchmark of item quality

for clients. This suggests that an item’s cost is con-

nected with its quality in a good manner (Shamami,

Roya, and Bahram 2019).

3.8 Promotion

Promotion is another major element of marketing-

mix. The marketing mix’s promotion is a technique

that aids in the dissemination of information, encour-

ages purchase, and inﬂuences the buying decision

process (Beyene, Birhanu, 2018). A ﬁrm’s whole pro-

motion mix is a unique blend of promotional activ-

ities, public relations, individual sales, sales promo-

tion, and marketing that the company uses to com-

municate product value to customers and build ef-

fective relationships with them (Shamami, Roya, and

Bahram 2019). A customer may be informed about a

ﬁrm, a speciﬁc product, or another marketing mix in-

gredient, such as a cheap price during summer sales,

through a promotion. Personal selling, advertising,

publicity or public relations, and sales promotion are

all examples of different types of promotion (Beyene,

Birhanu, 2018).

3.9 Place

In the marketing mix, the process of moving products

from the producer to the intended user is called place.

It also entails where the product is stored and man-

ufactured. According to different research it shows

that Place plays a big role in Brand Equity (Kim, Ji-

Hern, and Yong J. Hyun, 2011). Because many of

the actions mentioned occur within the distribution

functions of marketing, the Place is sometimes known

as the distribution Place. Order processing, cover-

age, and delivery are proven to be crucial for creating

brand equity in industrial marketing (Kim, Ji-Hern,

and Yong J. Hyun, 2011).

3.10 After Sales Service

An After-Sales Service is a kind of service that

is given after purchasing any product. A store,

a manufacturer, or a third-party customer service

or training provider may provide after-sales assis-

tance.According to a review of the literature on after-

sales service, there are ﬁve aspects that are critical

to customer expectations of acceptable service levels.

Parts availability, warranty and (insurance) full cover-

age, technical support, pricing policies, and technical

help are among the ﬁve aspects. After-sales service

is one of the most important aspects of developing

a brand in the automotive business (Shamami, Roya,

and Bahram 2019).

3.11 Hypothesis

A hypothesis is utilized to decide the connection be-

tween two factors, which are the two things that are

being tried. One variable is free and is responsible for

any progressions in the outcome. The used hypothe-

ses are signiﬁcant in controlled tests since they assist

with outlining the plan of the trial and the normal out-

comes. Theories are a signiﬁcant device for making

logical reasoning and organizing tests in an unmistak-

able manner that considers solid information that can

be utilized to illuminate further trials.

For the present study the following hypothesis are

drawn from the Aaker model:

Investigation the Inﬂuence of Marketing-mix Efforts on Brand Equity in the Bangladesh Software Industry

155

Relationships between Marketing Activities and

Brand Equity Dimensions

Relationships between Brand Equity Dimensions

and Overall Brand Equity Value

4 METHOD

4.1 Market Context

The Aaker model is tested in the context of

a Bangladesh software company where small-to-

midsize ﬁrms purchase customized software for their

custom needs from software service providers. It

is common that they lack the resources to maintain

and update the purchased IT software, and thus soft-

ware companies take on the responsibility for the re-

lated service and customization. Many companies

set up their own customized solution packages (e.g.,

software programs for CRM, channel management,

timesheet, accounting, credit card payment, ecom-

merce, management software, and ERP) according to

customer needs (Kim, Ji-Hern, and Yong J. Hyun,

2011). They also provide support services, such as

recovering broken software systems and installing

freshly available application packages (Kim, Ji-Hern,

and Yong J. Hyun, 2011). The entire software indus-

try’s promotional spending could not be accurately

estimated (Kim, Ji-Hern, and Yong J. Hyun, 2011).

Salesperson promotion and above-the-line advertising

are two of the most common types of these actions

(Kim, Ji-Hern, and Yong J. Hyun, 2011).

4.2 Sampling and Data Collection

A software engineer for a Bangladeshi software com-

pany prepared a list of the software purchasing com-

panies. This list of all the listed companies (who

provide services and sell software) was delivered to

the purchasing committee of the end-user companies

from where the responses have been collected. All the

responses from the list were considered. Respondents

were those who participated in the process of pur-

chasing any IT software. A survey form was shared

to gather data from the Bangladeshi market as men-

tioned above. The response size is 73. Elimination

of incomplete responses leaves 70 eligible for analy-

sis. Respondents were used for more than one year

in their department and were distributed across var-

ious products. More than 80 percent of the respon-

dents belonged to companies that had more than 20

employees. During the survey, the author adheres

to conﬁdentiality and informed consent. The survey

questions maintain order randomization, so the results

are never shown to the respondent. A conﬁdential re-

search survey was carried out.

4.3 Questionnaire

The questionnaire is organized as follows: First, after

a short introduction, respondents are requested to an-

swer questions about their connection and role with

the product. Then, 3 dimensions of brand equity, the

overall value of brand equity, and marketing-mix ef-

forts are measured. All items are measured on the

7-point Likert scale with anchors of 1 = strongly dis-

agree and 7 = strongly agree. Finally, questions about

demographics are asked.

5 RESULT

5.1 Measurement Model

To test convergent and discriminant validity, the

model’s constructs are compared to one another in

pairs (Kim, Ji-Hern, and Yong J. Hyun, 2011). We use

AMOS to perform conﬁrmatory factor analysis (CFA)

on a measurement model that includes four exoge-

nous components (marketing-mix efforts), three en-

dogenous constructs (brand equity dimensions), and

total brand value (Kim, Ji-Hern, and Yong J. Hyun,

2011).

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156

Figure 2: Result.

Table 1: Operational measures and scale reliability values.

Efforts Standard loading t-value

CH1: 0.712 5.27

CH2: 0.806 6.04

CH3: 0.840 5.96

PC1: 0.790 4.66

PC2: 0.909 5.41

PM1: 0.710 4.66

PM2: 0.738 5.44

PM3: 0.838 5.51

PM4: 0.757 4.56

PM5: 0.805 5.22

PM6: 0.788 5.64

AS1: 0.794 5.22

AS2: 0.861 5.29

AS3: 0.813 5.38

BAA1: 0.699 5.77

BAA2: 0.855 5.56

BAA3: 0.804 5.74

PQ1: 0.792 5.56

PQ2: 0.808 5.27

BL1: 0.906 5.56

BL2: 0.906 5.62

OBE1: 0.788 5.36

OBE2: 0.844 5.32

OBE3: 0.870 5.84

Acceptable goodness-of-ﬁt is measured. To im-

prove convergent validity, two items for perceived

quality and one item for brand loyalty with corpo-

rate image are removed. With the remaining items,

we conduct CFA (Kim, Ji-Hern, and Yong J. Hyun,

2011). The goodness-of-ﬁt statistics are acceptable,

and all coefﬁcients are statistically signiﬁcant (p >

0.05) (Kim, Ji-Hern, and Yong J. Hyun, 2011).

The response size is 70 and the used model is re-

cursive in AMOS. Total Number of variables in the

model is 56 where 32 are observed variables and 24

are unobserved variables.

Table 2: Results of hypotheses testing.

– Saturated Model Estimated Model

SRMR 0.123 0.126

d ULS 4.551 4.767

d G 1.720 1.832

Chi square 596.439 609.331

NFI 0.566 0.556

Number of distinct sample moments: 324,

Number of distinct parameters to be estimated: 96,

Degrees of freedom (324 - 96): 228

Figure 3: Results of the structural equation modeling.

5.2 Structural Model

The AMOS constructs of marketing-mix efforts are

deﬁned as exogenous constructions in the structural

equations model Equity (Kim, Ji-Hern, and Yong J.

Hyun, 2011). The three endogenous constructions

(i.e. three dimensions of brand equity) are related to

the overall value of brand equity, and the exogenous

constructs are related to them. The goodness-of-ﬁt

statistics are acceptable or not. The results of the test

are presented in the following table:

Table 3: Results of hypotheses testing.

Relationships between Activities

H1a, H1c, H3a, H7b, H8a Supported

H1b, H2a, H2b, H2c, H3b, H3c Not Supported

H4a, H4b, H4c, H7a, H7c, H8b Not Supported

Investigation the Inﬂuence of Marketing-mix Efforts on Brand Equity in the Bangladesh Software Industry

157

5.3 Hypotheses Acceptance

Relationships between Marketing-mix Efforts and

Brand Equity Dimensions

H1a and H1c are accepted where others are not ac-

cepted by the survey. After-sales service should pos-

itively affect brand equity dimensions. Channel per-

formance and promotion are the most inﬂuential, fol-

lowed by after-sales service. Promotion positively af-

fects the perceived quality (H3a)

Relationships among Brand Equity Dimensions

and Overall Value of Brand Equity

The relationship between perceived quality and brand

loyalty is signiﬁcant, as expected (H8c). However,

H8a and H8b are not accepted. Perceived quality has

an impact on brand equity. The relationships between

the overall value of brand equity and the three di-

mensions of brand equity are not all positive and sig-

niﬁcant (H7b and H8c). Surprisingly, brand aware-

ness has no signiﬁcant impact on overall brand equity

value.

5.4 Summary of Key Findings

Five ﬁndings are noteworthy. First, channels are

found to play a pivotal role in the process of brand

awareness development. Prior research reveals that

place contributes more to brand equity in business

markets than in consumer markets. In the estimated

model, channel performance, promotion, and after-

sales service impact perceived quality indirectly. Sec-

ond, the place of IT software is an integrative part of

the product brand loyalty. The estimated model shows

that promotion has a strong impact on brand aware-

ness, whereas it does not signiﬁcantly affect brand

loyalty. Third, brand awareness is strongly affected

by the value of promotion while it does not relate to

the other two brand equity dimensions of perceived

quality and brand loyalty. On the other hand, per-

ceived quality positively relates to brand awareness.

The ﬁnding would imply that perceived quality con-

tributes to the overall value of brand equity in a very

different manner as compared to the other two dimen-

sions.

6 DISCUSSION

Brand equity can be built through the marketing mix.

This study emphasizes a different marketing mix,

which has a huge impact on brand equity in the con-

text of the software industry in Bangladesh. Brand eq-

uity is a factor that inﬂuences customer lifetime value

(Huang, Yao, Liu, & Xie, 2020). From the model

that we have created, we have got some hypotheses

that show brand equity has various impacts (positive

or negative) on the marketing mix efforts. Also, in

the result analysis part, we analyze our hypothesis

to see if it is correct or not. In this model, author

get some characteristics of industrial marketing based

on software ﬁrms. Author studied several research

papers based on marketing-mix efforts on brand eq-

uity. But author didn’t ﬁnd any reports based on the

Bangladeshi context. So, the purpose of this study is

to determine the impact of marketing mix variables

and three dimension of brand equity on brand equity

based on the Bangladeshi context.

As per our analysis, author have following items

of reliability and Validity.

Table 4: Construct Reliability.

– Cronbach rho A CR AV

AS 0.859 0.876 0.914 0.780

BAA 0.646 0.711 0.807 0.586

BL 0.958 0.959 0.979 0.959

CH 0.652 0.879 0.790 0.563

OBE 0.872 0.888 0.921 0.795

PC 0.328 1.158 0.663 0.548

PM 0.592 0.674 0.733 0.353

PQ 0.805 0.807 0.911 0.837

Figure 4: Discriminant Validity.

7 CONCLUSIONS

The model has been tried with regards to the

Bangladesh software sector. The review accentuated

the speculation that Bangladesh’s product industry’s

point of view is rectiﬁed or not. It’s an unmistak-

able overview wherein the fundamental data was ac-

cumulated through a survey. 70 reactions were cho-

sen to investigate. The outcome showed that brand

value is an indispensable measurement for estimating

a brand’s well being, and observing it consistently is

a signiﬁcant piece of productive brand management.

An underlying condition demonstration is used to test

the model and investigate speculation. Cronbach’s al-

pha was utilized to afﬁrm unwavering quality. The

ICSBT 2022 - 19th International Conference on Smart Business Technologies

158

objective of our exploration was to perceive the way

in which the advertising blend and after-deals admin-

istrations impacted three parts of brand value. The

relationships between exploration factors have been

researched using SPSS (connection and relapse) and

Amos programming.

In conclusion, the model of this examination is

tended to from a static perspective. From the stand-

point of Bangladesh, the channel or location has a

good impact on enhancing brand awareness and loy-

alty. The promotional effort has an impact on brand

recognition as well. Brand awareness has a good im-

pact on perceived quality, which in turn has a positive

impact on overall brand equity.

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