Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Dimensions of Brand Equity: A Hybrid Approach Subject The topic of the resource Brand equity; brand extension; brand love; brand personality; customer equity Description An account of the resource Subjectivity and emotionality of a brand influence the subconscious motivation of customers. It determines brand loyalty, value of the brand, and sustainability of relationship with the customers. This study explores the qualitative dimensions of brand and aims to analyze the impact of qualitative dimensions of a brand on brand equity. In the present study, a sample of 450 respondents were taken who have positive inclination towards Apple iPhone. The variables of the study were extracted using qualitative research while data were processed using SPSS 20 statistical software. The hybrid approach is used in the study as it delivers better result. The proposed model was validated and the results of the study depict that brand friendliness, emotionality, brand trust, and alignment with the brand personality significantly influence brand equity. The study brings important insights about invisible, intangible, and subjective attributes of the brand. The study can be further used to build another inclusive model by incorporating both qualitative and quantitative aspects of the brand. 2022 KJ Somaiya Institute of Management. Creator An entity primarily responsible for making the resource Srivastava G.N.; Padmaja V.; Tripathi A.P. Source A related resource from which the described resource is derived Business Perspectives and Research, Vol-12, No. 3, pp. 361-381. Publisher An entity responsible for making the resource available SAGE Publications Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2024-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/22785337221132623" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/22785337221132623</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85143627806&amp;doi=10.1177%2F22785337221132623&amp;partnerID=40&amp;md5=2f462637a6bb4a4b991db21ee704d8f9" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85143627806&amp;doi=10.1177%2f22785337221132623&amp;partnerID=40&amp;md5=2f462637a6bb4a4b991db21ee704d8f9</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 22785337 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Srivastava G.N., Jaipuria Institute of Management, Ghaziabad, India; Padmaja V., Ramaiah Institute of Management, Karnataka, Bangalore, India; Tripathi A.P., Christ (Deemed to be University), Delhi- NCR, India