An Integrated Framework for Assessing the Interplay between Corporate Ability Associations and the Customer-Based Brand Equity Model Dimensions
Abstract
Branding recipes need upgrades by the trending fashions; as a valuable asset of the entity managing brands is a complex phenomenon. Therefore, it has gained an overpowering thirst to examine the integrated framework that provides insights into the customer-based brand equity model and the corporate ability associations. Based on the customer-based brand equity model this research identifies the relationship between customer-based brand equity model dimensions and corporate ability associations. A previously adapted survey instrument was distributed among general consumers of durable shopping goods in Khyber-Pakhtunkhwa by employing a purposive sampling technique. The data was assessed through AMOS SPSS; confirmatory factor analysis and structural equation modeling were employed to examine the relationship between the customer-based brand equity model and corporate ability associations. The findings of the study support all six sets of hypotheses which revealed that brand equity dimensions impart a significant and positive impact on corporate ability associations. The current study contributes to the literature by developing an integrated model that combines all the constructs of the customer-based brand equity model and corporate ability associations.
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