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What is Consumer Perception of Brand Equity about?

This document is a thesis that examines the importance of consumer-based brand equity on consumer perceptions of brands, using fast food restaurants as a case study. It begins with an introduction that provides background on brand management and brand equity. It then presents the problem statement, research purpose and key definitions. The document outlines the theoretical framework on consumer behavior, branding, and the conceptual dimensions of consumer-based brand equity. It describes the research method

Author

kijiba

Language

EN