International Journal of Research & Review (www.ijrrjournal.com) 304 Vol.6; Issue: 9; September 2019 International Journal of Research and Review www.ijrrjournal.com E-ISSN: 2349-9788; P-ISSN: 2454-2237 Research Paper Influence of Brand Equity on Brand Performance: Role of Brand Reputation and Social Media Sikander Ali Qalati 1 , Li Wenyuan 1 , GyamfiYeboah Kwabena 1 , Daria Erusalkina 2 , Sabeeh Pervaiz 3 1 School of Management, Department of Marketing, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China. 2 School of Finance, Department of Finance, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China. 3 School of Management, Department of Finance, Jiangsu University, 301 Xuefu Road, Jingkou District, Zhenjiang, Jiangsu, P.R. China. Corresponding Author: Sikander Ali Qalati ABSTRACT The dynamic variations in lifestyle, living standards, increasing education, and growing trend of outing in mid-nights not only welcome the multinational brands in the country. In fact, the number of local food chains also increased. This study aimed to investigate the mediating and moderating effects of brand reputation and social media. A quantitative approach was employed in the sample size of 364. The analysis was done on a structural equation model of partial least squares. Convenient random sampling was used to select the respondents. Data was collected through a field survey by using a closed-ended questionnaire from January 2019 to April 2019. The findings proved a significant link between brand equity dimensions, brand reputation, and brand performance. The statistically significant relationship noted between social media and brand performance. In addition, the significant mediation of brand reputation founded. Furthermore, the moderating effect was found negative, but statistically significant. This paper helps the executives of international as well as local brand caretakers, in the understanding of how social media providing them a competitive edge and how it influences the visibility and brand performance. Keywords: Brand Equity, Brand Awareness, Brand Association, Brand Reputation, Brand Performance, Social Media. INTRODUCTION Pakistan’s fast food industry ranked 8 th world largest market for food and related businesses. [1] While ranked 2 nd largest in the country, and accounted for 27% of value-added production and 16% of total employment in the manufacturing sector. [2,3] affirmed that almost 70 global franchises are operating in the country, and most projected franchises are from Canada, Australia, China. To date, Pizza Hut is considered the first fast-food chain in the country to go public and operating with 74 franchises throughout the country. Simultaneously having the desire to open more franchises in every district of the country. [4] 53.09% contribution to GDP comes from the service sector of the country. [5] There are 37 million social media users out of 180 million, comparing to the previous year 2018, this year witnessed the 5.6% increase in users, [6] Changes in daily routine, along with the increasing desire for outing motivated the previous scholars to work in this sector. However, [7] stated that changes in