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.
Original language | English |
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Pages (from-to) | 43-66 |
Number of pages | 24 |
Journal | International Journal of Market Research |
Volume | 52 |
Issue number | 1 |
DOIs | |
Publication status | Published - 1 Jan 2010 |