Consumer-based brand equity conceptualisation and measurement A literature review

被引:271
|
作者
Christodoulides, George [1 ]
de Chernatony, Leslie [2 ,3 ]
机构
[1] Univ Birmingham, Sch Business, Birmingham B15 2TT, W Midlands, England
[2] Univ Svizzera Italiana, Lugano, Switzerland
[3] Aston Business Sch, Birmingham, W Midlands, England
关键词
IMPACT; VALIDATION; PRICE;
D O I
10.2501/S1470785310201053
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
收藏
页码:43 / 66
页数:24
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