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Paper Details


Title
Affirmative Strategic Association of Brand Image, Brand Loyalty and Brand Equity: A Conclusive Perceptual Confirmation of the Top Management
Author
, Nurul Mohammad Zayed,
Email
zayed.bba@daffodilvarsity.edu.bd
Abstract

The paper is associates with the conclusive perceptual confirmation of the top management regarding the rational and congruous association between brand image, brand loyalty and brand equity. For establishing an affirmative and realistic conclusion of the research work 285 data has been unruffled from the applicable top management in the manufacturing segment in Bangladesh. Recognized simple random sampling method was used as an instrument for exploring the articulate result and the data analysis has employed confirmatory factor analysis and structural equation modeling method to conclude promising and considerable result. Both brand image and brand loyalty has made a positive alliance and integration with the brand equity according to the perceptual anticipation of the top management and comprehend that undoubtedly helps to consolidate and incessant market growth and market competitiveness.

Keywords
Brand Loyalty, Brand Image, Brand Equity, Confirmatory Factor Analysis, Structural Equation Modeling, Simple Random Sampling, Market Competitiveness, Market Growth >
Journal or Conference Name
Academy of Strategic Management Journal
Publication Year
2020
Indexing
scopus