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

Authors: Zahra Nikkhah-Farkhani; Zahra Zarenejad

Addresses: Department of Business Management, Faculty of Humanities, University of Bojnord, Bojnurd, Iran ' Department of Business Management, Faculty of Humanities, University of Bojnord, Bojnurd, Iran

Abstract: 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.

Keywords: brand loyalty; brand awareness; brand image; brand association; brand equity.

DOI: 10.1504/IJBEM.2025.147153

International Journal of Business and Emerging Markets, 2025 Vol.17 No.3, pp.357 - 373

Received: 19 May 2023
Accepted: 18 Jul 2023
Published online: 11 Jul 2025 *

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