Decoding the complexity of the consumer-based brand equity process

Kalliopi Chatzipanagiotou, Cleopatra Veloutsou and George Christodoulides

Journal of Business Research, 2016, vol. 69, issue 11, 5479-5486

Abstract: Brand equity is a valuable (intangible) asset for firms. Research examines brand equity from the side of consumers, firms, or other stakeholders. Consumer-based brand equity focuses on consumers and represents positive business outcomes. Despite its importance, most extant literature focuses on brand equity as a construct, thus failing to recognize the complexity of the phenomenon. This study uses complexity theory and fuzzy set qualitative comparative analysis to put forth an empirically validated framework that shows consumer-based brand equity as a dynamic and sequential process consisting of three blocks: Brand building, brand understanding, and brand relationships. This study provides insights into the creation process of brand equity, and helps progress the discussion from a focus on brand equity as a construct to a focus on brand equity as a process.

Keywords: Brand equity; Consumers; Fuzzy set qualitative comparative analysis; Brand management (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (38)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296316303630
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:69:y:2016:i:11:p:5479-5486

DOI: 10.1016/j.jbusres.2016.04.159

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().