After-sales services, brand equity and purchasing intention to buy second-hand product

  • Muhammad Danish Habib
  • Muhammad Arslan Sarwar
Keywords: After-sales services, Brand credibility, Brand loyalty, Brand equity, Intention to buy the second-hand product


This study aims to examine the concept of brand equity and willingness to buy second-hand
products in the automobile context. The customer-based brand equity model is used as a theoretical lens to
examine after-sales services, brand credibility and brand loyalty as drivers of brand equity and willingness to
buy the second-hand product.