The effect of brand attitude and brand image on brand equity - The case of laptop brands
Abstract
The study aims to examine the effect of brand image and brand attitude toward
brand equity. 263 questionnaires were distributed using convenient sampling to people
currently using a particular laptop brand. Although the literature review suggested a
positive direct relationship between brand image and brand equity and positive indirect
relationship between brand attitude and brand equity, our findings has shown that only
brand attitude has positive direct effect on both brand image and brand equity. The result
contributes to the building of brand equity and can be applied in different markets.
However this study has some limitation that should be carefully examined in the future.
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