What is Brand Citizenship Behavior

The purpose of this study is to explore essential factors affecting brand association that ultimately help in achieving brand equity. Based on the available literature, the authors explored several studies in which the researchers highlight the importance of brand equity and how the brand association could boost brand equity. They explored several factors such as brand awareness, brand experience, brand image, brand citizenship behavior, and brand identity. They also suggest how these factors can enhance brand association and brand equity in production as well as services organizations.