Customer-based brand equity: A study on interrelationship among the brand equity dimension in Malaysia

Brand equity is a concept born in 1980s. It has aroused intense interest among business strategists from a wide variety of industries as brand equity is closely related with brand loyalty and brand extensions. Besides, successful brands provide competitive advantages that are critical to the success of companies. More recently, brand equity has increasingly been defined in customer-based contexts. The customer-based brand equity refers to the consumer response to a brand name. Customer-based brand equity measurement studies are constructed mainly on four dimensions of brand equity namely, brand awareness, brand associations, perceived quality and brand loyalty. This study aims to examine the interrelationships among the brand equity dimensions. The study concluded that all dimensions of brand equity are relatively important. All the dimensions are found to be positively correlated.   Key words: Brand equity, customer-based, loyalty, interrelationship, awareness.