| Abstract |
Brand equity provides the firms, a competitive, financial and strategic advantage over other firms in the market. Over the past few decades, brand equity has received increasing attention from various domains. However a great deal of variance exists in extant literature regarding the antecedents and consequences of brand equity and their relationships. This study attempts to bring clarity to this framework through the meta-analysis of a set of 37 studies that investigate antecedents and consequences of brand equity by empirically analyzing 139 correlations between the various antecedents and consequences. The authors attempt to develop a framework of antecedents and consequences of brand equity that explains their relationships and strength of impact of these antecedents on the consequences. The findings suggest that Brand associations and perceived quality, Brand loyalty and Relational equity have maximum impact on the brand equity and subsequently on the consumer brand preference, perceived value and purchase intention |