Conceptualization of the Relationship between Brand Equity and Purchase Behavior
Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2017-04-01
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| Series: | International Review of Management and Marketing |
| Online Access: | http://mail.econjournals.com/index.php/irmm/article/view/3963 |
| _version_ | 1797920924124577792 |
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| author | Olaleke Olusye Ogunnaike Oladele Joseph Kehinde Oluwadamilola Oluwatosin Omoyayi Oluwamakinde Oluwamayowa Popoola Andrew Amoruwa |
| author_facet | Olaleke Olusye Ogunnaike Oladele Joseph Kehinde Oluwadamilola Oluwatosin Omoyayi Oluwamakinde Oluwamayowa Popoola Andrew Amoruwa |
| author_sort | Olaleke Olusye Ogunnaike |
| collection | DOAJ |
| description |
Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behaviour. The adoption of Aaker's brand equity model will serve as a guide for conceiving associations between brand equity and purchase behaviour for this study. Literatures within the area of brand equity and purchase behaviour will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behaviour.
Keywords: Brand equity, purchasing behaviour, customers
JEL Classifications: C91, M3
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| first_indexed | 2024-04-10T14:09:46Z |
| format | Article |
| id | doaj.art-46c70b49dbc3474f952fe26510775797 |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-04-10T14:09:46Z |
| publishDate | 2017-04-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-46c70b49dbc3474f952fe265107757972023-02-15T16:09:49ZengEconJournalsInternational Review of Management and Marketing2146-44052017-04-0172Conceptualization of the Relationship between Brand Equity and Purchase BehaviorOlaleke Olusye Ogunnaike0Oladele Joseph KehindeOluwadamilola Oluwatosin OmoyayiOluwamakinde Oluwamayowa PopoolaAndrew AmoruwaCOVENANT UNIVERSITY Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behaviour. The adoption of Aaker's brand equity model will serve as a guide for conceiving associations between brand equity and purchase behaviour for this study. Literatures within the area of brand equity and purchase behaviour will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behaviour. Keywords: Brand equity, purchasing behaviour, customers JEL Classifications: C91, M3 http://mail.econjournals.com/index.php/irmm/article/view/3963 |
| spellingShingle | Olaleke Olusye Ogunnaike Oladele Joseph Kehinde Oluwadamilola Oluwatosin Omoyayi Oluwamakinde Oluwamayowa Popoola Andrew Amoruwa Conceptualization of the Relationship between Brand Equity and Purchase Behavior International Review of Management and Marketing |
| title | Conceptualization of the Relationship between Brand Equity and Purchase Behavior |
| title_full | Conceptualization of the Relationship between Brand Equity and Purchase Behavior |
| title_fullStr | Conceptualization of the Relationship between Brand Equity and Purchase Behavior |
| title_full_unstemmed | Conceptualization of the Relationship between Brand Equity and Purchase Behavior |
| title_short | Conceptualization of the Relationship between Brand Equity and Purchase Behavior |
| title_sort | conceptualization of the relationship between brand equity and purchase behavior |
| url | http://mail.econjournals.com/index.php/irmm/article/view/3963 |
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