Study of the Relationship among the Factors of Brand Equity: A Study on Fast-food Brands

This study aims at examining the practicality and application of customer-based brand equity model based on Aaker’s well-known conceptual framework of brand equity. The study employed structural equation modelling to investigate the relationship existing between dimensions of brand equity and the brand equity itself. It specifically measures the way in which consumers’ perceptions of the dimensions of brand equity affect the overall brand equity...