The primary objective of this research is to conduct thorough theoretical investigations into brand associations, as they play a crucial role in brand equity. The rationale behind exploring brand associations lies in their significant impact on various components of brand equity. The research adopted a comprehensive approach to examining brand associations and the various factors that can influence them. The key outcomes of this study have made valuable additions to the existing knowledge base within the realm of brand management. Furthermore, the findings of this study are expected to serve as a valuable resource for future researchers, offering a consolidated literature review focusing on different aspects of brand equity. Within the discussion section, the authors have elaborated on the managerial and theoretical implications arising from the study.