The Effects of Brand Association and Brand Relevance on Brand Equity

Abstract

This study tests the construct validity of a research model to explain the paths between both brand association (BA) and brand equity (BE), and between brand relevance (BR) and brand equity (BE). This study examines the effects of brand association and brand relevance on brand equity. An online survey was used as a data collection tool, and data were collected from 226 bank customers. Various statistical analyses were carried out to analyze the data obtained. Structural equation modeling (SEM) was used to test the research model. As a result of SEM, the research model has structural validity, and all the hypotheses proposed are supported. The effects of brand association and brand relevance on brand equity are positive and significant. A discussion of the study results is provided.