TY - JOUR
T1 - Consumer-based brand equity conceptualization and measurement
T2 - a literature review
AU - Christodoulides, George
AU - de Chernatony, Leslie
N1 - The definitive version of this paper is available at http://www.ijmr.com/
PY - 2010/2/16
Y1 - 2010/2/16
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=76349115384&partnerID=8YFLogxK
M3 - Article
VL - 52
SP - 43
EP - 66
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
SN - 0167-8116
IS - 1
ER -