The Mediation Effect of Brand Equity between Brand Dimensions and Consumer Decision on Palestine Olive Oil: A Conceptual Framework
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Abstract
This paper discussed and reviewed the brand awareness, brand loyalty, brand association, and brand equity, as well as the Consumer decision on Palestine olive oil concept. Besides the previous studies that clarify the role of the brand awareness, brand loyalty, brand association on the Consumer decision on Palestine olive oil, also the mediating impact of brand equity impact on between brand dimensions and Consumer decision on Palestine olive oil in Palestine olive oil market. This paper has come up with a conceptual framework that can be implemented in the Palestinian olive oil industry
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