Journal of Investment and Management 2018; 7(3): 102-107 http://www.sciencepublishinggroup.com/j/jim doi: 10.11648/j.jim.20180703.15 ISSN: 2328-7713 (Print); ISSN: 2328-7721 (Online) Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets Muhammad Umair, Mubarak Ahmad Department of Business Administration and Commerce, University of Sargodha, Sargodha, Pakistan Email address: To cite this article: Muhammad Umair, Mubarak Ahmad. Customer Based Retail Brand Equity Dimensions on Retail Brand Equity of Pakistani Markets. Journal of Investment and Management. Vol. 7, No. 3, 2018, pp. 102-107. doi: 10.11648/j.jim.20180703.15 Received: June 26, 2018; Accepted: July24, 2018; Published: August 15, 2018 Abstract: Customer brand equity become the major concept in last decades due to increase the competition and also rise in demands of the customer. This study investigate the impact of customer brand equity in Pakistan in embryonic areas and mature areas because in immature area customer preference change and in mature areas customer demands may also be differ so for checking the retailer base customer’s brand equity [RBCBE]. We select the two markets of Pakistan Hakim hyper Market [HHM] and Metro cash and carry [MCC]. Sample was selected 100 respondents in both Regression analyses; Pearson’s correlation and Cronbach alpha used for the purpose of the investigation and results reveal that market loyalty have positive impact on retail brand equity in backward areas while market association have strong positive impact on retail brand equity in advance areas. Keywords: Customer Based Brand Equity [CBBE], Hakim Hyper Market [HHM], Metro Cash and Carry [MCC], Pakistan’s Retailing Business, Cronbach Alpha, Regression Analysis Pearson’s Correlation 1. Introduction In recent pattern, people prefer brands rather than products, it was an old concept when people brought inferior products. Now with the passage time and improving pattern mostly people have more conscious of brands because some mental associations are attached with brand. This mental attribute lead the development of brand. Brand equity refers the commercial value which is derived from consumer preference of the brand name of specific product or service. The concept of brand equity have been fundamental source of corporation it starts in 1980 and due to the increase in competition this concept become the most popular among the all organization, in these days if company want to expend itself then management must focus to the attribution of products and make the appropriate decision of packing and presenting for creating the brand equity. Brand equity is a long term process, if corporations want to improve the brand then have to make decisions for long term rather than short term. 1.1. Concept of Brand in Pakistan Same concept has existed in developing countries like Pakistan. There are some aspects which contribute in Pakistan market which are: a) Large market size due to the 140 million population b) Per capita income according to purchasing capacity is $2000. So in Pakistan everyone wants to luxuries rather than simple products and visited in braded places like metro retailer store and in backwards area also is leading towards the middle class or some time business class. In this research we study the two market places where mostly customer visit for choosing the appropriate brands one market situated in backward area and other market situated in advance area. 1.2. Retailing Sector of Pakistan According to the Punjab Board of investment retailing sector is the third major sector in Pakistan after agriculture and industry sector. Retail sector in Pakistan is sharply grow by recent years. Many experts have visit and gain benefit in