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
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
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