The purpose of the study was to establish the extent to which brand consciousness and brand distinctiveness influence … products’ brand consciousness, brand distinctiveness, and affluent consumers’ purchase decisions in terms of the need for …

performance of brand where brand distinctiveness has no impact. On the other side, when entrepreneurial orientation is interactive … moderator variable on the relationships between brand strategy (specifically brand orientation, brand identity and brand … distinctiveness) and brand performance. Retroactively, the direct relationship between brand strategy and brand performance should be …