Chatzipanagiotou, K. and Veloutsou, C. and Christodoulides, George (2016) Decoding the complexity of the consumer-based brand equity process. Journal of Business Research 69 (11), pp. 5479-5486. ISSN 0148-2963.
|
Text
14963.pdf - Author's Accepted Manuscript Download (1MB) | Preview |
Abstract
Brand equity is a valuable (intangible) asset for firms. Research examines brand equity from the side of consumers, firms, or other stakeholders. Consumer-based brand equity focuses on consumers and represents positive business outcomes. Despite its importance, most extant literature focuses on brand equity as a construct, thus failing to recognize the complexity of the phenomenon. This study uses complexity theory and fuzzy set qualitative comparative analysis to put forth an empirically validated framework that shows consumer-based brand equity as a dynamic and sequential process consisting of three blocks: Brand building, brand understanding, and brand relationships. This study provides insights into the creation process of brand equity, and helps progress the discussion from a focus on brand equity as a construct to a focus on brand equity as a process.
Metadata
| Item Type: | Article |
|---|---|
| Keyword(s) / Subject(s): | Brand equity, Consumers, Fuzzy set qualitative comparative analysis, Brand management |
| School: | Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School |
| Depositing User: | George Christodoulides |
| Date Deposited: | 08 Jul 2016 09:44 |
| Last Modified: | 02 Aug 2023 17:23 |
| URI: | https://eprints.bbk.ac.uk/id/eprint/14963 |
Statistics
Additional statistics are available via IRStats2.
Archive Staff Only (login required)
