TY - JOUR AU - Ogunnaike, Olaleke Olusye AU - Kehinde, Oladele Joseph AU - Omoyayi, Oluwadamilola Oluwatosin AU - Popoola, Oluwamakinde Oluwamayowa AU - Amoruwa, Andrew PY - 2017/04/18 Y2 - 2024/03/28 TI - Conceptualization of the Relationship between Brand Equity and Purchase Behavior JF - International Review of Management and Marketing JA - IRMM VL - 7 IS - 2 SE - Articles DO - UR - https://econjournals.com/index.php/irmm/article/view/3963 SP - 403-408 AB - <p>Assessing the customer perspective of brand equity will provide deep understanding of how brands influence purchase behaviour 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 behaviour. The adoption of Aaker's brand equity model will serve as a guide for conceiving associations between brand equity and purchase behaviour for this study. Literatures within the area of brand equity and purchase behaviour will be reviewed in order to develop the conceptual framework on the elements of brand equity and purchase behaviour.</p><p><strong>Keywords: </strong>Brand equity, purchasing behaviour, customers<strong></strong></p><p><strong>JEL Classifications:</strong> C91, M3</p> ER -