Consumer-based brand equity conceptualization and measurement:a literature review

Christodoulides, George and de Chernatony, Leslie (2010). Consumer-based brand equity conceptualization and measurement:a literature review. International Journal of Research in Marketing, 52 (1), pp. 43-66.


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.

Divisions: Aston Business School > Marketing & Strategy
Additional Information: The definitive version of this paper is available at
Full Text Link: http://www.ijmr ... 202010#Articles
Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2010-02-16
Authors: Christodoulides, George
de Chernatony, Leslie



Version: Draft Version

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