Work

Consumer-Based Brand Equity Conceptualisation and Measurement: A Literature Review

Year: 2010

Type: article

Abstract: Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since Feldwick's (1996) paper. To address this gap, this paper brings together the scattered literature on consumer-based brand equity's conceptualisation and measurement. Measures of consumer-based brand equity are classified as either direct or indirect. Indirect measures assess consumer-based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.

Source: International Journal of Market Research

DOI: 10.2501/s1470785310201053

Authors: George Christodoulides, Leslie de Chernatony

Institutions: University of Birmingham, Università della Svizzera italiana

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

Funder: Economic and Social Research Council

Award: G3801070696