Journal article
Consumer-Based Brand Equity Conceptualisation and Measurement
- Christodoulides, George University of Birmingham
- de Chernatony, Leslie Università della Svizzera italiana, Lugano and Aston Business School
- 2010-1-1
Published in:
- International Journal of Market Research. - SAGE Publications. - 2010, vol. 52, no. 1, p. 43-66
English
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.
- Language
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- English
- Open access status
- closed
- Identifiers
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- DOI 10.2501/s1470785310201053
- ISSN 1470-7853
- Persistent URL
- https://sonar.ch/global/documents/139438
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