Chapter 1: introduction

1.1. introduction

1.2. research background

1.3. problem statement

1.4. research objective

1.5. scope and methodology of the study

1.6. structure of the study

Chapter 2: literature review

2.1. introduction

2.2. a brand versus a product

2.3. brand equity

2.4. generation of hypotheses

2.5. conclusion

Chapter 3: methodology

3.1. introduction

3.2. business research

3.3. research design

3.4. item generation

3.5. pilot test

3.6. main survey

3.7 conclusion

Chapter 4: data analysis and findings

4.1. introduction

4.2. descriptions of sample

4.3. scales assessment

4.4. testing the research model and the hypotheses

4.5. finding and conclusion

Chapter 5: conclusions and implications

5.1. introduction

5.2. conclusions of the study

5.3. implications of the stdy

5.4. limitations and recommendation for further research

List of references