Investigating Relationship between Brand Image, Brand Credibility and Brand Equity

Brand image is the combination of consumers’ perceptions and beliefs regarding a brand. It is the beliefs of consumers which makes a brand trustworthy and likable in their eyes. The present study analyses the role played by brand image in making brand credibility. The study also checks the role played by brand image and brand credibility in establishing brand equity. It also checks the role of brand credibility as a mediator between brand image and brand equity.