Conceptualization of the Relationship between Brand Equity and Purchase Behavior

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Ogunnaike, Olaleke Olusye; Kehinde, Oladele Joseph; Omoyayi, Oluwadamilola Oluwatosin; Popoola, Oluwamakinde Oluwamayowa; Amoruwa, Andrew; (2017)
  • Publisher: İlhan ÖZTÜRK
  • Journal: Cilt: 7 Sayı: 2 (issn: 2146-4405, eissn: 2146-4405)
  • Subject: Brand equity, purchasing behaviour, customers

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 b... View more
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