Abstract:
The research study has been conducted only on the consumers of Islamabad and
Rawalpindi. The study provides Information of effect of brand power on consumer
buying intentions. As far as consumer-buying intensions are concerned. It may be on the
basis of quality, taste, or the brand name. This is what I intend to find in my research.
Used questionnaire based upon the literature reviewed in the second chapter & theoretical
framework. The research approach, which I will adopt, is the survey method. In this
method, I utilize questionnaire to get the responses from the sample. The questionnaire
was given to the people who smoke in order to collect their response related to my
research topic .questionnaire covered in three dimensions of brand power i.e. brand
equity brand quality, brand image and name .Used regression & correlation to study the
effect of brand power on consumer buying intentions.(SPSS) was used for analysis. I am
going to study three dimensions of brand power & their effect on consumer buying
intentions.
