Open AccessImpact of Brand Association, Brand Image & Brand Loyalty on Brand Equity
Author(s) -
Muhammad Habib Dada
Publication year - 2021
Publication title -
journal of marketing strategies
Language(s) - English
Resource type - Journals
eISSN - 2788-6778
pISSN - 2710-5288
DOI - 10.52633/jms.v3i1.33
Subject(s) - brand equity , brand awareness , brand management , brand loyalty , brand extension , advertising , structural equation modeling , business , marketing , association (psychology) , perception , corporate branding , brand image , psychology , mathematics , statistics , neuroscience , psychotherapist
The most important determinants of brand equity are brand image and brand loyalty. These critical elements affect the customer’s thought processes and build up their perception of the brand. The main objective of this research study is to investigate the critical association between brand association, brand image and loyalty and how they impact brand equity. In order to achieve research intentions, a model reflecting the effect of brand association, brand image and brand loyalty on brand equity was conceptualized. Hypotheses were formulated to assess the relationship between the variables and their impact on the dependent variable. The study adopted a quantitative approach and data were analyzed through structural equation model SEM to assess the correlation. The study findings demonstrate that brand associations, brand loyalty and brand image have a positive effect on brand equity. The study provides brand managers with key insights to enrich the equity of their brands.