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

George Christodoulides, Leslie de Chernatony

Research output: Contribution to journalArticle


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.
Original languageEnglish
Pages (from-to)43-66
Number of pages24
JournalInternational Journal of Research in Marketing
Issue number1
Publication statusPublished - 16 Feb 2010

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