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 …

various factors related to the perception of value, service quality, brand trust and brand loyalty in the industry of mobile … are the key drivers of brand loyalty. However, other opinions are also presented for their different perspectives and a …