TY - JOUR
AU - 
AB - According to Marketing Science Institute (2002), one of the major objectives of marketing research is to assess the strength of brand equity. It is imperative to acknowledge that brand equity is an inseparable part of marketing and essential to the companies to create core-competencies and build strong brand experience that will impact the consumer decision making process (Norjaya Mohd. Yasin & Abdul Rahman Zahari, 2011). The aim of this study is to find out the indirect relationship amongst the brand equity dimensions on brand equity. For the purpose of this study, brand equity dimensions include brand association, brand awareness, brand loyalty, perceived quality and brand image. In this study, a sum of 300 usable questionnaires were gathered. The result indicates a mediating relationship amongst the dimensions of brand equity on brand equity. Keywords: brand awareness, brand association, brand loyalty, brand image, perceived quality, brand equity 1. Introduction One of the most essential topics in marketing management is the subject of brand equity. Initially brand equity was recognized by Farquhar (1989, p. 24), he stated that brand equity brought added value to the product. Brand equity is often created by products or services that bring value directly or indirectly (Kapferer, 
TI - The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity
JF - Asian Social Science
DO - 10.5539/ass.v9n3p125
DA - 2013-02-28
UR - https://www.deepdyve.com/lp/unpaywall/the-mediating-effects-of-brand-association-brand-loyalty-brand-image-AcADIn0tpE
DP - DeepDyve
ER -