Measuring Brand Equity - An Exploratory Study to Investigate Interrelations among the Brand Equity Dimension

Abstract

The main objective of this study is to empirically examine the interrelationships between the brand equity dimensions and to identify which factors are influential in building brand equity. Brand awareness, perceived quality, brand association, brand image and brand loyalty; the most researched and cited brand equity dimensions are hypothesized to contribute to brand equity. The results present interesting implications.

JEL Classification: M30, M31, M39