The effect of brand attitude and brand image on brand equity - The case of laptop brands

Abstract

The study aims to examine the effect of brand image and brand attitude toward brand equity. 263 questionnaires were distributed using convenient sampling to people currently using a particular laptop brand. Although the literature review suggested a positive direct relationship between brand image and brand equity and positive indirect relationship between brand attitude and brand equity, our findings has shown that only brand attitude has positive direct effect on both brand image and brand equity. The result contributes to the building of brand equity and can be applied in different markets. However this study has some limitation that should be carefully examined in the future.