Consumer-based brand equity conceptualisation and measurement A literature review

George Christodoulides, L de Chernatony

Research output: Contribution to journalLiterature review

236 Citations (Scopus)


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 languageEnglish
Pages (from-to)43-66
Number of pages24
JournalInternational Journal of Market Research
Issue number1
Publication statusPublished - 1 Jan 2010


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