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The concept “brand image” has drawn significant attention from academics and practitioners   since it was put forward, because it played an important role in marketing activities. Although brand image was recognized as the driving force of brand asset and brand performance, few studies have elaborated on the relationship between brand image and brand equity. Based on the brand image theories, this study reviewed studies about the impact of brand image on consumer from perspective of customer equity. It also presented the shortcomings of current research and pointed out the trends for future study.

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How to Cite
Meetei, S. A. (2019). A Study on Branding & Consumer Behaviour Studies. Thematics Journal of Geography, 8(12), 413-417. Retrieved from