Journal
INTERNATIONAL JOURNAL OF MARKET RESEARCH
Volume 52, Issue 1, Pages 43-66Publisher
SAGE PUBLICATIONS LTD
DOI: 10.2501/S1470785310201053
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Funding
- ESRC [ES/G035903/1] Funding Source: UKRI
- Economic and Social Research Council [ES/G035903/1] Funding Source: researchfish
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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.
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