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A study on brand equity and brand association: The inherent relationship
, A Sundar, S Nagesh
Published in

Brand equity can be regarded as a managerial concept, as a financial intangible asset, as a relationshipconcept or as a customer-based concept from the perspective of the individual consumer. Themain asset dimensions of brand equity can be grouped into brand awarenessand brand associations. These identified dimensions are further studied in the light of existing literatures and a conceptual model is developed.

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