CUSTOMER-BASED BRAND EQUITY: A LITERATURE REVIEW

Abstract

Brand equity is a concept born in 1980s. It has aroused intense interest among business
strategists from a wide variety of industries as brand equity is closely related with brand
loyalty and brand extensions. Besides, successful brands provide competitive advantages
that are critical to the success of companies. However, there is no common viewpoint
emerged on the content and measurement of brand equity. Brand equity has been
examined from financial and customer-based perspectives. This paper will only study the
customer-based brand equity which refers to the consumer response to a brand name. The
aims of the study are to review the dimensions of customer-based brand equity by
drawing together strands from various literature and empirical studies made within the
area of customer-based brand equity. A conceptual framework for measuring customerbased brand equity is developed to provide a more integrative conceptualization of brand
equity