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The relationship between brand association and brand equity | 17729
International Research Journals
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The relationship between brand association and brand equity in the brand relationship management

Abstract

Jin Wang

In this article, the paper used the different perspective of scholars studying to demonstrate these two factors of relationship that it can be produced a brand awareness to improve customers’ cognition. Based upon this view, the paper introduced a special conceptual relationship between brand equity and brand association as two varies significant factors how to interactive to improve a brand quality in the field of brand management. However, the majority of existing literatures respectively target brand equity or brand association itself function at the research filed of brand management. It is worthy of point out that these two factors should be combined with to exploring the brand influences. For an important reason is that these two factors are interactive and thus assist in providing the developing platform of the brand relationship. As a result, analyzing the relationship between brand equity and brand association is very necessary.

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