Notice of RetractionA study measuring the influence of brand attributes on brand selection

Notice of Retraction

After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.

We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.

The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.

In recent years competition between brands has become more complicated as the variety of local and foreign brands are available for customers. Above all, consumers in developing markets have several reasons for the purchase of new local and foreign brands in recent years. This paper attempts to analyze the different brands as important attributes, image, value, conscience and fairness that influence consumers to select a particular brand. For this a sample of 200 customers were selected from the cities of Rawalpindi and Islamabad. A questionnaire was adopted and properly distributed among the respondents to know the different factors that appeal to buy a local or international brand currently available in Pakistan. Descriptive data analysis techniques were applied to analyze the data. The results show that the importance of the brand, perceived value and brand image are important factors that influence customers to buy and use brands.