Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Affirmative Strategic Association of Brand Image, Brand Loyalty and Brand Equity: A Conclusive Perceptual Confirmation of the Top Management

Author(s): Md. Shakib Hossain, Jarin Ferdous Anthony, Md. Nazmul Ahasan Beg, K.B.M. Rajibul Hasan, Nurul Mohammad Zayed

The paper is associates with the conclusive perceptual confirmation of the top management regarding the rational and congruous association between brand image, brand loyalty and brand equity. For establishing an affirmative and realistic conclusion of the research work 285 data has been unruffled from the applicable top management in the manufacturing segment in Bangladesh. Recognized simple random sampling method was used as an instrument for exploring the articulate result and the data analysis has employed confirmatory factor analysis and structural equation modeling method to conclude promising and considerable result. Both brand image and brand loyalty has made a positive alliance and integration with the brand equity according to the perceptual anticipation of the top management and comprehend that undoubtedly helps to consolidate and incessant market growth and market competitiveness.