Effects of brand association, brand loyalty, brand awareness, and brand image on brand equity in training industry via social media - The case of summit capital

Abstract

In recent years, training industry has been growing rapidly. More and more training group has been established, and Summit Capital is one of them. In order to survive in such highly competitive market like that, a company must know how to stand out from the crowd. One way to do it is to have high level of brand equity. Brand equity concept has been in used since 1980s. Many researchers have studied that concept and come up with different models to utilize. The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among consumers. Empirical results will be drawn at the end of the thesis. Keywords: Brand management, Brand equity, Brand Awareness, Brand Association, Brand Loyalty, perceived quality