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Conceptualization of the Relationship between Brand Equity and Purchase Behavior

Author

Listed:
  • Olaleke Oluseye Ogunnaike

    (Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,)

  • Oladele Joseph Kehinde

    (Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,)

  • Oluwadamilola Oluwatosin Omoyayi

    (Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,)

  • Oluwamakinde Oluwamayowa Popoola

    (Department of Business Management, Covenant University, Ota, Ogun State, Nigeria,)

  • Andrew Amoruwa

    (Department of Business Administration, Houdegbe North American University, Benin, Republic of Benin, Ogun State, Nigeria.)

Abstract

Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behavior of customers. The purpose of this paper is to formulate a conceptual framework that will provide an understanding of the relationship existing between the elements of brand equity and that of purchase behavior. The adoption of Aaker’s brand equity model will serve as a guide for conceiving associations between brand equity and purchase behavior for this study. Literatures within the area of brand equity and purchase behavior will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behavior.

Suggested Citation

  • Olaleke Oluseye Ogunnaike & Oladele Joseph Kehinde & Oluwadamilola Oluwatosin Omoyayi & Oluwamakinde Oluwamayowa Popoola & Andrew Amoruwa, 2017. "Conceptualization of the Relationship between Brand Equity and Purchase Behavior," International Review of Management and Marketing, Econjournals, vol. 7(2), pages 403-408.
    • Handle: RePEc:eco:journ3:2017-02-57
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    References listed on IDEAS

    as
    1. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    2. van Osselaer, Stijn M J & Alba, Joseph W, 2000. "Consumer Learning and Brand Equity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 27(1), pages 1-16, June.
    3. Silvio M. Brondoni, 2001. "Brand Policy and Brand Equity," Symphonya. Emerging Issues in Management, Niccolò Cusano University, issue 1 Brand E.
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    More about this item

    Keywords

    Brand Equity; Purchasing Behavior; Customers;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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