Table 1: Dimensions of Brand Equity

Dimensions Descriptions
Brand loyalty The attachment that a customer has to a brand
The consumer’s judgment about the overall excellence or superiority of
Perceived quality
a service or product
Perceptions about a brand as reflected by the brand associations held in
Brand image
consumer memory
The ability for a buyer to recognize or recall a brand is a member of a
Brand awareness
certain product category

Source: Kayaman & Arasli (2007) and Keller (1993)

Table 2: Dimensions of Brand Equity (2)

Dimensions Descriptions
Brand awareness The strength of a brand’s presence in the consumers’ mind
The consumer’s perception of the quality or superiority of a
Perceived quality product/brand with respect to its intended purpose compared to its
alternatives
Brand loyalty The attachment that a customer has to a brand
Brand image A set of brand associations, usually in some meaningful way
Brand association Any link in memory to a brand
Organizational The customers’ beliefs that an organization that markets the brand is
associations honest, trustworthy and cares about its customers

Source: Eser, Pinar, Girard & Isin (2012) and Aaker (1991)