“…Nyadzayo, Matanda, and Ewing (2011) regarded social exchange theory as a strong theoretical grounding for explaining the influence of relationship quality on building brand equity. As argued by Son, Narasimhan, and Riggins (2005), social exchange theory explains the theoretical argument for the relationship between relationship quality and brand equity according to the main exchanges, value, and utility. Hence, this study builds upon the literature by testing the impact of relationship quality on brand equity, and therefore, the following hypothesis is proposed:…”