期刊名称：International Review of Management and Marketing
电子版ISSN：2146-4405
出版年度：2017
卷号：7
期号：2
页码：403-408
语种：English
出版社：EconJournals
摘要：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.
其他摘要：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
