CONSUMER EVALUATION OF BRAND IN CONTEXT OF RELATIONSHIP BETWEEN BRAND AWARENESS, BRAND ASSOCIATION, PERCEIVED QUALITY & BRAND LOYALTY (original) (raw)

Abstract

This research investigated direct and indirect relationship between brand equity constructs which includes brand awareness, brand association, perceived quality, and brand loyalty. We implement Structural Equation Modelling with LISREL to examine the hypothesis. The finding showed that there is a significant and positive direct effect between brand awareness toward brand associations, and brand association toward perceived quality and brand loyalty.

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