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A study of the concept of brand equity and customer loyalty Amanullah Mohd.1, Dr. Khan Mohd. Azmi2 1Assistant Professor, Al-Barkaat Institute of Management Studies, Aligarh 2Assistant Professor, Jamia Hamdard University, Delhi Online published on 17 December, 2024. Abstract This research paper aims to identify and studied the dimensions of brand equity using customer based brand equity model propounded by Kevin Path Keller in his book. This study also evaluated the role of CBBE model and its impact on customer loyalty. Various previous literature have been reviewed and analysed on the dimensions of brand equity i.e. on brand loyalty, perceived quality, brand associations and brand awareness and customer loyalty. After reviewing various research papers it has been observed that there is a direct and positive impact of the dimensions of brand equity on customer loyalty. In the other part discussion is also made on Keller's model of CBBE as demonstrated with the help of a pyramid. Finally, in the conclusion authors have also suggested that there is a direct and positive impact of Brand Equity on Customer Loyalty. Top Keywords Brand Equity, Brand Associations, Brand Awareness, Perceived quality, Customer Loyalty. Top | |
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