International Journal of Commerce and Management Research

International Journal of Commerce and Management Research


International Journal of Commerce and Management Research
International Journal of Commerce and Management Research
Vol. 5, Issue 3 (2019)

A study of relationship between brand equity, brand preference and purchase intent


Dr. S Naveen Prasath

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.
Pages : 149-152 | 483 Views | 124 Downloads