تأثير صورة العلامة التجارية على حقوق ملكية العلامة التجارية مع إشارة خاصة إلى السلع الاستهلاكية المعمرة

Brand image is everything in today?s time because all the purchase decisions are based on brand image. A brand image is how the consumers perceive the brand. Brand image has to be desirable, specific, clear, and distinctive in nature from the rest of the competitors in the market. It is a deciding factor which determines the sales of a product. Having a strong brand image means that customers have a positive impression of that product or service. It helps in increasing the trust level of existing customers and is helpful in customer retention. Therefore, an attempt was made in the current study to examine the impact of brand image on developing brand equity. Random sampling was used to obtain information regarding customers? perceptions towards brand image. Online survey with the help of questionnaires was conducted in the year 2020 for a period of six months. The sample consists of 492 consumers using durable products and who were living in different cities of Jordan. Multiple linear regression was used for data analysis. The results highlighted that there is a significant impact of brand image on brand equity.