Consumers buying preferences to a large degree is determined by the culture in which there is

raised. With so many countries around the world, consumer buying preferences also changes from
culture to culture and among communities. A theory holding true in one country many not hold true
in another. The article tries to examine the brand equity theory by Aaker by studying the relationship
between the brand awareness and brand loyalty among the packages milk brands in Pakistan.
It was seen in the experiment that both brand salience and brand loyalty was not affected by brand
awareness levels in packaged milk products in Pakistan. However according to prominent people like
Keller, Aaker, Moore, and more, brand awareness should relate to brand salience and brand loyalty.
There might be a number of reasons why the results did not concur to the existing theory.
First, people in Pakistan may not be used to the culture of drinking packaged milk; they may still
prefer fresh milk delivered to their house.
Negative sentiments might prevail against western culture in Pakistan. Packaged milk is the way of
the west, and people may not positively associate with it.
The sampled group may not be the ones drinking milk.


One important factor that this article has failed to include is the association aspects of brand recall
and recognition. Just being aware of the brand may not lead to brand loyalty. Besides being aware of
the brand, the consumers also have to positively associate their experience with the brand. The
positive association is largely a result of brand performance than the brand awareness.

The brand resonance or the brand loyalty occurs only at the top level of the Keller's CBBE pyramid.
Awareness exists at the lowest level. In order to have an intention to buy, or be a repeat purchaser,
the brand also has to improve upon performance, imagery, judgment and feeling attributes of the
brand.