The research looks at the reseller's view of the brand's reputation, quality and customer loyalty on the profitability and purchasing of the brand. In addition, the research focuses on clarifying the role of the purchasing power intermediary in the relationship between brand awareness and profitability, quality and profitability, brand awareness and profitability. The investigation was of a causal nature and data was collected from 200 retailers. The results showed the brand awareness and loyally meaningless impact, while the observed quality had a significant impact on profitability. In addition, the results revealed a significant impact on brand awareness, quality knowledge and loyalty for purchasing purposes. The conciliation Sobel test showed that procurement intensity only conveys the relationship between observed quality and profitability.

In present scenario, customers were well aware about the price and feature of all the substitute of a product. They had more awareness, more accessibility to the brand in the market. Generic competition among the products develop the competition tougher. The aim of this study was to estimate the effect of promotional activities on brand equity and its dimensions in beverage. A study has been conducted in metropolitan city Faisalabad. Respondents were selected on the basis of non-probability convenience based sampling technique. Data were taken from 273 respondents. Students enrolled in university were considered as the target population. Reliability test, descriptive analysis, factor analysis and regression analysis were used for data analysis, however Cronbach's alpha had the value of 0.767. Factor analysis showed that all the factors had its loading values near to 1. The result showed that brand image has a partial mediating effect on brand awareness, brand association and brand loyalty through advertisement, celebrity endorsement and sales promotions. Brand image showed mediating effect on the perceived quality through celebrity endorsement, advertisement and sales promotion. The results of this study helped out the brand managers and marketing managers in the beverage industry for designing and launching the promotional mix. They can develop brand loyalty through choosing effective celebrity for endorsing the brand by dent of truthfulness and trustworthiness of the celebrity. They can enhance brand awareness and experience with the brand through effective sales promotion technique.