JMGT_V8_N1_RP2 Syed Irfan Shafi C. Madhavaiah Journal on Management 2230 – 715X 8 1 9 16 Marketing mix, Brand Equity, Mobile Phone Brands, Indian Young Consumers Effective marketing communication is one of the main tools in establishing brand equity of firms or products. This article aims to investigate the effect of marketing mix on brand equity in mobile phones among young consumers. The statistical population consists of consumers in Kashmir. The research sample involves 116 consumers from Srinagar/Kashmir. The data were collected by administering a structured questionnaire. According to the research conceptual model, the relationship between marketing mix dimensions, viz., price, store image, brand name, distribution and advertising; and brand equity dimensions, viz., brand awareness, brand association, perceived quality and brand loyalty were investigated. Based on the correlation analysis, regression model and obtained coefficients, it can concluded that among all the factors, perceived quality, awareness and advertisement respectively affect brand equity. Organizations by investing on these factors can achieve to more competitive advantages. June - August 2013 Copyright © 2013 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=2376