This article aims to gather. Review of concepts, methods, tools, components related to measuring brand equity and brand equity in the consumer's view of the literature found 22 studies.Sense, including the awareness of the existence of the brand in the minds of consumers (brand awareness) to realize the product quality (perceived quality) recognizing the identity of the brand or the factors associated with the brand (brand. association).(Brand loyalty) for measuring brand equity, it focuses on the part of the consumer in the sense of (perceptual equity) is important.
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