An Empirical Study of Brand Equity Dimensions

This study explores the factors of consumer-based brand equity empirically.The author finds seven consumer-based factors employing factor analysis and regression analysis.These factors include: brand loyalty,brand image,brand support,entrepreneur image,brand innovation,brand tenacity,and brand extension.The results also demonstrate that brand loyalty and perceived quality were comprised into one factor,and that brand image,brand support,and brand tenacity can strongly explain brand premium.Management implications and further research directions are also discussed.