A Conceptual Review on Related Dimensions of Brand Equity and Their Impact on Consumer Buying Behaviour
Ms. Nisha Gupta , Research Scholar
Dr. Harish Purohit, Research Guide
Department of Commerce, Shri JJT University, Jhunjhunu, Rajasthan, India.
Abstract :Brand equity has emerged as a critical concept in marketing literature due to its strong influence on consumer perceptions and buying decisions. In highly competitive markets, consumers are often exposed to multiple brands offering similar products, making brand equity a key differentiating factor. The present study provides a conceptual review of the major dimensions of brand equity and examines their impact on consumer buying behaviour based on existing theoretical and empirical literature. The review focuses on key brand equity dimensions such as brand awareness, brand association, perceived quality, and brand loyalty, and analyzes how these dimensions collectively shape consumer attitudes, preferences, and purchase decisions. By synthesizing findings from recent and classical studies, the paper highlights the interrelationship between brand equity and consumer behaviour and identifies emerging trends in branding research. The study contributes to the existing body of knowledge by offering a structured conceptual understanding of brand equity and its behavioural implications, thereby providing valuable insights for researchers, marketers, and brand managers.
Keywords: Brand Equity, Consumer Buying Behaviour, Brand Awareness, Brand Loyalty, Perceived Quality, Conceptual Review
