CONSUMER-BASED BRAND EQUITY: A CONCEPTUAL MODEL

Brand equity management has been a focus of organizations in order to make the best-known and most remembered brands generating competitive advantages. In the academic sphere, the lack of consensus about the conceptual definition of brand equity and its dimensions make this subject still to be studied. The aim of this research was to carry out a bibliometrics about the value of the brand from the perspective of the consumer, focusing on a systemic analysis of the studies of greater relevance already produced on the subject for the proposition of a theoretical model through its formative dimensions and their consequent. A total of 1,420 articles were found in the Web of Science, Sage and APA databases. And, through the ProKnow-C methodology, the 22 most relevant studies were identified. Among the analyzed works, the dimensions most used as creators of brand equity were: awareness, loyalty, perceived quality, image and associations. And among the most consequent are the intention to buy and preference for the brand. In this way, a model was proposed that relates the main dimensions of brand value with one of the main results that the organizations expect to arouse in their consumers: the intention to buy.