Consumer-based brand equity conceptualisation and measurement: a literature review.
Christodoulides, G. and de Chernatony , L. (2010) Consumer-based brand equity conceptualisation and measurement: a literature review. International Journal of Market Research, 52 (1). pp. 43-66. ISSN 1470-7853
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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.