campis activation program

Campus activation program: An emerging opportunity for the companies to improve their branding attributes

Maira Fatima
MBA Scholar
FAST University, Islamabad
Pakistan
[e-mail]

Syed Saad Hussain Shah
MS Scholar
IQRA University, Islamabad
Pakistan
[e-mail]

Abstract
Maira Fatima and Syed Saad Hussain Shah
This paper investigates the insights of the consumer acceptability of brand depending on the brand attributes by focusing on the emerging term “campus/brand activation program.” The term “campus/brand activation program” is a trade jargon that is initiated by the profit-oriented companies in order to build strong one-to-one relations directly with its customers. These programs are periodic in nature and consist of below-the-line strategies that are used to activate any offered brand and/or product as campus/brand activation programs are considered as equivalent to brand activation. Brand Activation aims to produce strong linkage with the customers in a way that the customers retorts with different interactions with the brands’ products being offered that involves customers’ emotions, experiences, attachment, reputation and market image of the brands. The main purpose of the research is to investigate the influential effect of campus/brand activation program on the perception of consumers i.e. how this program highlights the attributes of the brand and attracts the attention of the consumer in order to buy the product. The methodology consists of a research survey and the responses will be analyzed, with the help of SPSS software. Furthermore, regression analysis will be conducted. It is expected that favorable outcome will be observed and a positive significant result is obtained between the campus/brand activation programs and the brand attributes. This research will help the companies’ managers to achieve valuable information regarding the campus/brand activation programs, as few researches