This study aims at examining the practicality and application of customer-based brand equity model based on Aaker’s well-known conceptual framework of brand equity. The study employed structural equation modelling to investigate the relationship existing between dimensions of brand equity and the brand equity itself. It specifically measures the way in which consumers’ perceptions of the dimensions of brand equity affect the overall brand equity evaluation. Data were collected from Indian youth who visited Dominos restaurants (Dhanbad, Jharkhand). The finding shows that brand association (BA) is an important dimension affecting positively the brand equity in fast-food brands. The present study has some implications as managers associated with fast-food industry have to maintain or strengthen their efforts upon the BA dimension.
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