摘要：Brand awareness remains fundamental to consumer life as the interaction initiationpoint to the brands. This paper put forwards the relationship of brand awareness onconsumer/brand loyalty in the packaged milk brands in the urban Pakistan. Thereis evidence of brand awareness and consumer/brand loyalty on brand equity. Theapproach takes into account sources of brand equity-brand awareness, consumer/brandloyalty and image (perceptions / associations) on the sample of consumer households.This paper suggests that in Pakistan among the packaged milk brands there is norelationship between brand awareness and consumer/brand loyalty. In addition,testing relationship by setting perceptions as the mediating variable between brandawareness and consumer/brand loyalty results the same. For practicing managersand marketers it is important to note that there is a need to update their understandingof the nature and role of brand awareness on convenience products which has randomswitch purchase behavior and low-involvement. In the current era, marketers mustdevelop branding strategies for commodity-products such as milk packaged brandsby investing and strengthening its supply chain system, to create and increase brandawareness for the milk brands in-turn to build consumer/brand loyalty than tryingto directly build consumer/brand loyalty by heavy spending on promotional tools.
