... buying decisions, as brands are purchased from emotional motivation as well as functional motivation. Many researchers have adopted this added value concept into their brand definition. For ... for information either through commercial source, personal source, public source, and experiential 16Information SearchNeed RecognitionEvaluation of AlternativesPurchase Decision Post-Purchase ... A STUDY 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...