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Defining Customer-Based Brand Equity: An Evaluation of Previous Studies

Year 2014
Volume/Issue/Review Month Vol. - VII | Issue II | July - December
Title Defining Customer-Based Brand Equity: An Evaluation of Previous Studies
Authors Syed Irfan Shafi , Dr. C Madhavaiah
Broad area Defining Customer-Based Brand Equity: An Evaluation of Previous Studies
Abstract
Since the term “brand equity” emerged in the 1980s, there has been a growing interest in the subject among
marketing academicians and practitioners. Customers and brands are the two most important intangible assets of
any organization. Keller defines Customer-Based Brand Equity (CBBE) as the differential effect that brand knowledge
has on consumer response to marketing activity with respect to that brand. The purpose of this study is to review
literature from a customers’ point of view, Customer based brand equity can be defined and measured. The study
begins with a review of the literature to establish the perpetual assets of CBBE. Based on the literature review a
conceptual fundamental model is framed. The study also aimed to review the dimensions of customer-based brand
equity by drawing together strands from various literature and empirical studies made within the area of customerbased
brand equity. This paper will only study and define the customer based- brand equity in consumer’s perspective.
Description Brand equity is supposed to bring several advantages to a firm. For example, high brand equity levels are known to lead to higher consumer preferences and purchase intentions (Cobb-Walgren et al., 1995). Brand equity and its emergence in marketing have ra
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