The notion of "brand image" has attracted considerable interest from the business community and academia as a result of its pivotal significance in marketing endeavors. While brand image is widely recognized as the principal factor influencing a brand's value and performance, there has been a scarcity of research examining the relationship between brand equity and brand image. A thorough examination of the extant body of literature concerning consumer equity and its correlation with brand image was undertaken in this research. The investigation specifically targeted the impact of brand image on customers through the application of brand image-related concepts. Moreover, it revealed the limitations of prior research and opened up fresh perspectives for enquiry.

Brand Image, Customer Equity, Consumer Behavior.