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 …

The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence … products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for … questionnaires. Analysis was done through structural equation modeling on SPSS AMOS. Results revealed that both brand consciousness …

. Advertisers, however, should emphasize more on the youth and the single consumers since they appreciate controversial ads more …