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    Consumer based brand equity conceptualization and measurement: a literature review

    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.

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    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: School of Business, Economics & Informatics > Management
    Depositing User: Sarah Hall
    Date Deposited: 09 Sep 2014 13:46
    Last Modified: 09 Sep 2014 13:46
    URI: https://eprints.bbk.ac.uk/id/eprint/10470

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