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    Decoding the complexity of the consumer-based brand equity process

    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.

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    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.


    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


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