EXAMINING BRAND EQUITY ANTECEDENT/CONSEQUENCE RELATIONSHIPS

Although receiving increased attention in recent decades, there remains a call for new brand equity models and empirical research to strengthen our knowledge of how brand equity forms and its influence on consumer purchase behavior. This paper employs an antecedent/consequence framework of brand equity that is drawn directly from extant literature and presents an empirical study that utilizes two well-known brands in order to test the validity of the literature-based, antecedent/consequence model. The findings reveal more detailed complexity than the literature-based model suggests. Some of this complexity may be due to inherent product class differences.