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

15 Pages Posted: 17 Jul 2009  

M. S. Balaji

The Icfai Institute for Management Teachers

Date Written: April 16, 2009

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

Suggested Citation

Balaji, M. S., Measuring Brand Equity - An Exploratory Study to Investigate Interrelations among the Brand Equity Dimension (April 16, 2009). Available at SSRN: https://ssrn.com/abstract=1386488 or http://dx.doi.org/10.2139/ssrn.1386488

M. S. Balaji (Contact Author)

The Icfai Institute for Management Teachers ( email )

Hyderabad
Hyderabad, 500 034
India

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