Exploring the Impact of Customer Knowledge Management in Creating Brand Value with the Moderating Role of Gender and Residential Area of the Respondents
Keywords:Customer Knowledge Management, Brand Awareness, Brand Image, Brand Value
This research explores the ongoing process by which customer knowledge influences the brand awareness, brand image and brand value perception of consumers in telecommunication sector. This study applied quantitative research methodology. Survey was conducted using administered questionnaire as research instrument. For this purpose a sample of 600 respondents was chosen on the basis of mobile sim usage, gender and geoghraphical location from District Gujrat, Pakistan to test the conceptual model developed by reviewing literature from multidisciplinary fields. The results reveal that customer knowledge management positively and significantly contribute in strengthening the brand value through mediating role of brand image. However, brand awareness is not found a mediator between customers knowledge management and brand value relationship. Results postulates that marketing strategies on the basis of gender and geogrphical location play a significant role in brand value.