This book draws strand from precedent literatures with an objective of authenticating the relevance of concepts of brand equity & buying behavior model. This book is going to be useful for budding & practicing managers as they can utilize this knowledge while practicing these concepts in real world. Contents of this book are going to be vital for research scholars working in the area of consumer behavior and brand equity.

Dr. Anupama Chirag Dave - Professor Assistente no Marwadi Education Founation's Group of Institution, Rajkot. Doutorado, MBA, MCom, UGC NET (Gestão). Dr. Mamta Brahmbhatt - Professor Associado - Estratégia & QT (BBA, DCA, MBA, M.Com, Ph.D., UGC_NET (Mgt.), SLET (Comércio))