During the past couple of decades, brand equity has emerged as one of the key concepts in marketing. Literature … concerned with consumer brand relationship is calling for more studies in order to increase understanding of brand equity … variables on brand equity perceived by consumers. Findings support the proposed model in the service industry revealing that …

purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect …) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image … do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand …