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Nikhil Varghese. THE EFFECT OF BRAND IMAGE AND BRAND EQUITY ON INTENTION TO PAY PREMIUMThere Are Some Brands of Mobile Phones That Command 30-40% Premium in Comparison to Other Brands for Very Similar Configuration. There Can Be Multiple Reasons to Be Able to Command Such. J Arch.Egyptol 2020, 17, 2237-2245.