Article Details
REVIEW OF RELATIONSHIP BETWEEN BRAND EQUITY, BRAND PREFERENCE AND PURCHASE INTENT | Original Article
ABSTRACT:
The research paper is conceptual in nature and explores the articles previously published in reputed national and international journals which examined the relationship between Brand Equity, Brand Preference and Purchase intention. For the desired purpose, 21 research articles were reviewed which were published between 1993 to 2017. It was identified through the extensive review of literature that there is a strong relationship between brand equity, brand preference and purchase intention in various products and services.