Conceptualization of the Relationship between Brand Equity and Purchase Behavior

Conceptualization of the Relationship between Brand Equity and Purchase Behavior

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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...

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Bibliographic Details
Main Authors: Olaleke Olusye Ogunnaike, Oladele Joseph Kehinde, Oluwadamilola Oluwatosin Omoyayi, Oluwamakinde Oluwamayowa Popoola, Andrew Amoruwa
Format: Article
Language:English
Published: EconJournals 2017-04-01
Series:International Review of Management and Marketing
Online Access:http://mail.econjournals.com/index.php/irmm/article/view/3963
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