Linking Customer-Based Brand Equity with Business Performance – A Conceptual Framework

AMET International Journal of Management, July–Dec 2012

6 Pages Posted: 3 Dec 2015

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: july 3, 2012

Abstract

This study examines the relationship between brand equity and business performance in the Fast Moving Consumer Goods (FMCG) industry. By understanding the dimensions of brand equity, the study focuses on the important contributors to brand equity. The purpose of this paper is to identify and understand the relationship between brand equity and the business performance.

Building on existing conceptual and empirical data, the study proposes a conceptual framework in which brand equity dimensions - that is, brand awareness, brand loyalty, perceived quality and brand associations are related to the business performance. The study would serve to be a brief Literature Survey in addition to proposing a conceptual model on the Subject.

Keywords: brand, brand equity

Suggested Citation

Mohan, Bijuna and Sequeira, Aloysius Henry, Linking Customer-Based Brand Equity with Business Performance – A Conceptual Framework (july 3, 2012). AMET International Journal of Management, July–Dec 2012, Available at SSRN: https://ssrn.com/abstract=2698525

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

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