The Role of Brand Equity in Strengthening Brand Image and Influencing Consumer Choice

Abstract

Brand equity is a critical element of the marketing mix, as it has a substantial impact on critical variables such as consumer preference, according to empirical research. The aim of this paper is to determine the relationship between customer preference and brand equity. Brand equity can be affected by numerous independent variables, including corporate branding and brand image. Consumers tend to preserve their positive opinions of a firm, its brand, and the enjoyable associations linked to it, along with its products and services. Brand equity is concurrently established as consumers are provided the opportunity to select from the company's products. This research offers a model to elucidate the relationship between corporate branding, brand image, and consumer choice as a dependent variable, serving as a mediating link between brand equity and other independent elements. A paper involving 105 persons who possessed various smartphones was conducted in Saudi Arabia. The path analysis results suggested that brand equity was unaffected by brand image; however, it seemed to exert a more favourable impact on the corporate brand. The enquiry found that brand equity positively influenced client purchase decisions.