... of competitive advantage. According to Ailawadi et al., (2003, p. 1), this has led to various points of view on brand equity dimensions, the factors that effect it, the perspective from which ... analysis of the data we collected from our respondents with the use of a questionnaire. . 4.1 CASE STUDY OVERVIEW 4.1.1 Max hamburger In 1968, five years before McDonald's came to Sweden, ... TO INDICATE THE IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND (A CASE STUDY OF FAST FOOD RESTAURANTS)Master Thesis in Business AdministrationPriscillia Ukpebor...