Models of brand equity. A systematic and critical review

María Margarita Gutiérrez Gutiérrez, Juan José Perona Páez and Francisco de Paula Gutiérrez Bonilla

Cogent Business & Management, 2024, vol. 11, issue 1, 2433168

Abstract: Many methods have been developed since the 1980s to measure Brand Equity (BE). These methods range from theoretical and pragmatic approaches to qualitative methods that determine the rankings of remembrance, emotionality, and valuation based on the likelihood of purchasing a good, or service. The goal of this systematic review was to identify gaps in the literature and provide recommendations for future research by analyzing and summarizing the available data on models used to quantify BE. A systematic search of Dialnet, Ebsco, Google Scholar, Isi We of Knowledge, Redalyc, Science Direct, Scopus, Scielo, and Web of Science was performed using PRISMA principles. Of the 551 abstracts screened, only 23 met inclusion criteria. The review showed that no model allows for a comprehensive evaluation of BE. This makes it easier for us to understand and recognize their benefits, and drawbacks. Although there are many variations, none has been adequately verified to be reliably quantified. The combination of variables between the models indicates that the measurement does not produce an agreement between the theoretical and pragmatic. Everybody tries to appreciate the intangible, yet they all overlook branding messaging. Our findings shows that a thorough proposal incorporating a model that enables the inclusion of both tangible and intangible BE factors is required.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/23311975.2024.2433168 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2433168

Ordering information: This journal article can be ordered from
http://cogentoa.tandfonline.com/journal/OABM20

DOI: 10.1080/23311975.2024.2433168

Access Statistics for this article

Cogent Business & Management is currently edited by Len Tiu Wright and Tahir Nisar

More articles in Cogent Business & Management from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().