Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

@inproceedings{Khan2014CausalRA,
  title={Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry},
  author={Nasreen Khan and Syed Hamed Razavi Rahmani and Hong Yong Hoe and Tan Booi Chen},
  year={2014}
}
Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the… CONTINUE READING

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