... of consumer’s based -brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating ... such a way to include consumer behavior, brand, brand equity, Conceptualization of brand equity, brand equity in service industry and the dimensions of brand equity. Chapter three presents the method ... through branding. Low and Lamb Jr (2000) also stated that in service market, the main brand is the firm’s brand while in packaged goods market, the main brand is seen to be the product brand. ...