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...