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Brand equity is a phrase used in the marketing industry which describes the value of having a well-known brand name, based on the idea that the owner of a well-known brand name can generate more money from products with that brand name than from products with a less well known name, as consumers believe that a product with a well-known name is ...
Most studies measure brand equity from perspective of consumer or from the company. itself. On one hand, some researchers believe that consumersâ subjective perception (e.g., attitude, assessment, satisfaction, etc.) of the brand is the key to brand equity. Although the consumption decision will be influenced.