The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand

The objective of the present research is to examine the relationship between consumer’s perception of Firm of Origin (FOO) of a company and the equity they associate with the brand. FOO is related to the importance consumers attribute to human dimension of a company. Brand equity (BE) is conceptualised as a three-dimensional construct including brand awareness/associations, perceived quality and brand loyalty. In order to investigate the...