Exploring the Interlinkages between Brand Equity and Business Performance – Towards a Conceptual Framework

Indian Journal of Marketing, vol. 43, No. 2, pp 5-10, February 2013

7 Pages Posted: 22 Aug 2012 Last revised: 24 May 2016

See all articles by Bijuna Mohan

Bijuna Mohan

National Institute of Technology Karnataka

Aloysius H. Sequeira

National Institute of Technology Karnataka (NITK), Surathkal

Date Written: August 22, 2012

Abstract

Brand is considered as one of the most important intangible assets of any business. Companies spend considerable amount of their revenue and time in brand building activities. In this scenario, there arose a need that brand building activities require justification. Brand equity and business performance are the two concurrent topics of interest to both managers and academicians. This article focuses on the studies establishing the relationship between brand equity and business performance. Building on existing conceptual and empirical data we present a conceptual framework of such a relationship.

Keywords: Brand Equity, Business performance, Brand Awareness, Brand loyalty, Brand Association, Perceived quality

Suggested Citation

Mohan, Bijuna and Sequeira, Aloysius Henry, Exploring the Interlinkages between Brand Equity and Business Performance – Towards a Conceptual Framework (August 22, 2012). Indian Journal of Marketing, vol. 43, No. 2, pp 5-10, February 2013, Available at SSRN: https://ssrn.com/abstract=2133940 or http://dx.doi.org/10.2139/ssrn.2133940

Bijuna Mohan

National Institute of Technology Karnataka ( email )

Srinivasnagar
Mangalore, Karnataka 575022
India

Aloysius Henry Sequeira (Contact Author)

National Institute of Technology Karnataka (NITK), Surathkal ( email )

School of Management
Surathkal
Mangalore, Karnataka 575025
India
0824 2474000 (Phone)

HOME PAGE: http://som.nitk.ac.in/faculty/aloysius-henry-sequeira

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
282
Abstract Views
1,206
Rank
197,265
PlumX Metrics