Collaboration of Marketing Mix and Brand Elements on Digital Devices

Very few empirical studies have found in which effect of marketing mix element on brand equity is measured. The similar study was conducted but out of Pakistan. Therefore, this research is conducted by seeing the huge gap in the time and topic. Selected marketing mix elements are taken to see their effects on components of brand equity. The research is conducted in overall Pakistan by getting data from Teen Agers to Youth as the effect had to be seen in mobile industry. Mobile Industry is chosen again because of no prior research was done in this sector on the above mentioned topic, and it is recognised among world’s leading android phone market when it comes to smart phones. After Sales Services, Promotion, Price and Distribution intensity is taken as a marketing mix element, out of which result shows that just distribution intensity does not have any effect on formation of brand equity in smart phone sector of Pakistan.