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

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.

Consumer-based brand equity conceptualisation and measurement: A literature review

George Christodoulides

University of Birmingham

Leslie de Chernatony

Universitá della Svizzera italiana, Lugano and Aston Business School

Introduction

Marketers are continually under pressure to justify the impact of marketing activities, and this has renewed interest in measures of marketing performance (O'sullivan & Abela 2007). The Marketing Science Institute (MSI) indicatively placed accountability and return on investment of marketing expenditure at the top of its research priorities for 2008–10 (MSI 2008). Financial measures such as sales and profit...

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