Impact of brand communication on brand personality: Moderating mechanisms of brand equity in the telecommunication sector of Pakistan

Abstract

The utmost aim of this paper is to examine the impact of brand communication on brand personality and the moderating mechanisms of brand equity in the telecommunication sector of Pakistan. The phenomenon was examined by applying a well-known theory of self-congruity to explain the moderating function performed by brand equity between the two variables, brand communication, and brand personality. A questionnaire was distributed and collected from 1536 customers in the telecommunication sector of Pakistan, using Telenor, Ufone, Zong and Jazz networks. The data was examined by IBM AMOS to examine the proposed relationships. The study's results suggest a strong moderating effect of brand equity on the relationship between brand communication and brand personality. In this sense, it not only contributes to the body of literature but also aids professionals and marketing managers in creating branding strategies that take into account the idea of brand personality.