The Impact of Global Branding on Textile Industry of Pakistan

Abstract

Today, presence of competitive and marketing savvy globe, branding is considered as the fundamental strategy of gaining competitive edge and success. Companies are considering branding to enhance their products and services market for bringing improvement in investment, exports and tourism. The research aims at investigating and examining the Impact of global branding in textile industry of Pakistan through considering the role of brand awareness, brand image, brand pricing and consumer buying behaviour impact on the global branding. This research is quantitative in nature. In this research study, questionnaire approach has being utilized. Two main Textile companies are selected that are Chen One and Gul Ahmed. The respondents of the study are the company’s consumers whose views and opinions have being extracted through the filling of questionnaires. The data collected from the selected number of respondents has being deeply analysed through implication of tests such as correlation, and regression run through SPSS test. The research findings reflect that brand awareness, brand image, brand pricing and consumer buying behaviour have increased impact on the global branding and to boost the branding, Textile companies should be focused on enhancing these factors.