Consumer-based brand equity conceptualization and measurement: a literature review

George Christodoulides, Leslie de Chernatony

Research output: Contribution to journalArticle

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.
LanguageEnglish
Pages43-66
Number of pages24
JournalInternational Journal of Research in Marketing
Volume52
Issue number1
Publication statusPublished - 16 Feb 2010

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Literature review
Conceptualization
Brand equity
Measurement system
Diagnostics

Bibliographical note

The definitive version of this paper is available at http://www.ijmr.com/

Cite this

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Consumer-based brand equity conceptualization and measurement : a literature review. / Christodoulides, George; de Chernatony, Leslie.

In: International Journal of Research in Marketing, Vol. 52, No. 1, 16.02.2010, p. 43-66.

Research output: Contribution to journalArticle

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