Clearly, various researches in brand equity through the years result in all different kinds of dimension
of brand equity that can be linked to a brand. However, the common denominator in all models is the
utilization of one or more dimension of the Aaker model (Keller 1993; Motameni and Shahrokhi
1998; Yoo and Donthu 2001; Bendixen et al. 2003; Kim et al. 2003). Therefore, the consumer-based
brand equity is an asset of four dimensions that are brand awareness, brand associations, perceived
quality and brand loyalty.