Vol. 1, Issue 4, Part A (2019)

Over the past two decades, brand loyalty has become an important marketing idea. More research is needed to better understand the many components of brand equity, according to literature that focuses on the consumer-brand connection. Therefore, the purpose of this research is to add to the current amount of knowledge by analyzing the impact of relationship factors on consumers' perceptions of brand equity. The research confirms that in the service sector, brand equity is most affected by consumers' levels of brand loyalty, brand identity, trust, brand personality, and brand awareness. This is the first research to examine the impact of several relationship characteristics, as well as variables connected with identity and personality, on the value of brands for service sector firms. As such, brand managers need to understand why it's crucial to effectively convey the brand's unique selling points.