Brand Credibility and Brand Involvement as an antecedent of Brand Equity: An Empirical Study

Very few studies have been done on StudyingBrand credibility and Involvement as a determinant ofBrand Equity. Literature on Brand Equity signifies lots ofconstructs like, Country of Origin, Brand Signaling, andBrand Power act as determinant to Brand Equity. This studytries to formulate relationship between the construct BrandCredibility and Brand Involvement as Antecedents to BrandEquity of Product. Using a Two Step Structural EquationModelling approach analysis on the data collected onMobile Phone brands were done. Result signified thatBrand Credibility and Brand Involvement had significantinfluence on Brand Equity of the Product. On the Otherhand there was no significant relationship between BrandCredibility and Brand Involvement of the Product.