Conceptualization of the Relationship between Brand Equity and Purchase Behavior

Olaleke Oluseye Ogunnaike, Oladele Joseph Kehinde, Oluwadamilola Oluwatosin Omoyayi, Oluwamakinde Oluwamayowa Popoola and Andrew Amoruwa
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Olaleke Oluseye Ogunnaike: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,
Oladele Joseph Kehinde: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,
Oluwadamilola Oluwatosin Omoyayi: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,
Oluwamakinde Oluwamayowa Popoola: Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,
Andrew Amoruwa: Department of Business Administration, Houdegbe North American University, Benin, Republic of Benin, Ogun State, Nigeria.

International Review of Management and Marketing, 2017, vol. 7, issue 2, 403-408

Abstract: Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behavior of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behavior. The adoption of Aaker’s brand equity model will serve as a guide for conceiving associations between brand equity and purchase behavior for this study. Literatures within the area of brand equity and purchase behavior will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behavior.

Keywords: Brand Equity; Purchasing Behavior; Customers (search for similar items in EconPapers)
JEL-codes: C91 M3 (search for similar items in EconPapers)
Date: 2017
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