Moderating Effect of Brand Awareness on Country of Origin and Brand Equity: A Case of DG-Khan & Rajan Pur Districts

摘要

The current study aims to investigate the relationship between country of origin and brand equity by incorporating moderating factor as brand awareness. The data is collected from consumers markets by using questionnaire. Thus, the study revealed significant relationship among country of origin and brand equity. Thus, brand awareness as moderator is also found significant between country of origin and brand equity.