Customer-Based Brand Equity within Packaged Milk Industry: The Case of Consumer Behavior

Brand loyalty, brand image, brand awareness, and perceived brand quality are regarded the antecedents to brand equity while brand preferences and purchase intention are believed to be the consequences of brand equity. The business philosophy of firms should be consistent about brand building for the market growth in such a way that each member of their team can believe in and stand behind. There should be thinking about what makes business...