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Investigating the effect of brand elements on brand equity: a study of consumer perceptions

Zahra Nikkhah Farkhani & Zahra Zarenejad

International Journal of Business and Emerging Markets2025https://doi.org/10.1504/ijbem.2025.147153article
AJG 1
Weight
0.37

What the paper says

This study examined the impact of brand elements on brand equity from the consumer perspective. Using structural equation modelling, data from 388 consumers was analysed. The study focused on brand loyalty, brand image, brand associations, brand equity, and brand awareness as variables. The results showed that all brand elements had a significant and positive influence on brand equity, with brand loyalty being the strongest predictor. The study also found that brand awareness played a mediating role in the relationship between brand elements and brand equity. Therefore, companies should prioritise building brand loyalty and increasing brand awareness to enhance brand equity. This study highlights the importance of various brand elements, including loyalty, image, associations, and awareness, in shaping brand equity, allowing organisations to make informed decisions and develop effective strategies for a stronger brand position and competitive advantage.

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https://doi.org/https://doi.org/10.1504/ijbem.2025.147153

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@article{zahra2025,
  title        = {{Investigating the effect of brand elements on brand equity: a study of consumer perceptions}},
  author       = {Zahra Nikkhah Farkhani & Zahra Zarenejad},
  journal      = {International Journal of Business and Emerging Markets},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijbem.2025.147153},
}

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Investigating the effect of brand elements on brand equity: a study of consumer perceptions

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.