[01] Mula Nazar Khan, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [02] Muhammad Rizwan, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [03] Fahad Islam, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [04] Zain-Ul-Aabdeen , Hailey College of Commerce, University of the Punjab, Lahore, Pakistan. [05] Moazzam Rehman, Hailey College of Commerce, University of the Punjab, Lahore, Pakistan.

Due to highly competitive and brand conscious market creating there brand equity of mobile phone is a very challenging work. The study was conducted to investigate the relationship between dimensions of brand equity and customer satisfaction. The study examines that the brand equity has significant positive impact on customer satisfaction. Brand association also has significant effect on customer satisfaction. Out of all dimension it was found that brand equity has a dominant effect on customer satisfaction. It is the strongest impact which tells that development of brand equity is essential to build customer satisfaction for mobile brands. This was further analyzed with the data analysis (β=0.498) followed by the brand association (β=0.200). The researcher used a questionnaire survey to collect the data belonging to the customer perceptions. 117 people responded the researcher. This data is used as a sample size. In a dynamic business environment the marketing have shortage of time, money and manpower to implement the branding strategies to allocate resources on the important dimensions through these results and findings.

Perceived Quality, Brand Loyalty, Brand Association, Brand Awareness, Brand Equity, Customer Satisfaction, Mobile Phones

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