The Impact of Brand Equity on Patients’ Purchasing Behaviors in Private Dental Practice in Jeddah, Saudi Arabia

The current research investigates brand equity on patients’ purchasing behaviors in private dental practice in Jeddah. This research proposes and tests a four-factor model that influences purchasing behaviors. These factors include the independent variables of brand awareness, brand image, brand loyalty, and perceived quality, while the dependent variable is purchasing behavior. In order to explore this issue, a quantitative method was used in...