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.

Keywords

• brand awareness
• brand associations
• brand loyalty
• perceived quality.