Christodoulides, George and de Chernatony, L. (2010) Consumer based brand equity conceptualization and measurement: a literature review. International Journal of Market Research 52 (1), pp. 43-66. ISSN 1470-7853.
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.
Metadata
| Item Type: | Article |
|---|---|
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | Sarah Hall |
| Date Deposited: | 09 Sep 2014 13:46 |
| Last Modified: | 02 Aug 2023 17:12 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/10470 |
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