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Asian Journal of Management
Year : 2017, Volume : 8, Issue : 1
First page : ( 19) Last page : ( 24)
Print ISSN : 0976-495X. Online ISSN : 2321–5763.
Article DOI : 10.5958/2321–5763.2017.00004.X

An empirical analysis of consumer-based brand equity (CBBE) constructs

Kumar Nishant

Assistant Professor, Delhi Institute of Advanced Studies, New Delhi

Corresponding Author E-mail:

Online published on 9 March, 2017.


This study examines the effectiveness of different constructs in order to develop Consumer Based Brand Equity. This study utilised data collected through different locations of Dehradun. There are many prominent factors responsible for the development of Consumer based Brand Equity (CBBE). Employing Factor Analysis Techniques, the study identifies Brand Awareness, Brand Association, Brand Loyalty and Perceived Brand Quality as the underlying factors leading towards Consumer based Brand Equity (CBBE). Weighted Average Score shows that Brand Loyalty is the most significant factor in course for the development of CBBE. The specific influence of Brand Awareness, Brand Association, Perceived Brand Quality on Brand Loyalty has been attempted through Multivariate Regression Analysis in order to develop an instrument to measure effectiveness of Constructs in the development of CBBE.



CBBE, Construct, Construct Effectiveness.


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