Customer-based brand equity: A study on interrelationship among the brand equity dimension in Malaysia

Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of industries as brand equity is closely related with brand loyalty and brand extensions. Besides, successful brands provide competitive advantages that are critical to the success of companies. More recently, brand equity has increasingly been defined in customer-based contexts. The customer-based brand equity refers to the...