Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models
Sanaz Farjam and
Xu Hongyi ()
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Xu Hongyi: School of Management, Wuhan University of Technology, Wuhan, P.R.China
International Journal of Management Science and Business Administration, 2015, vol. 1, issue 8, 14-29
The purpose of this paper is to explore the concept of brand equity and discuss its different perspectives, we try to review existing literature of brand equity and evaluate various Customer-based brand equity models to provide a collection from well-known databases for further research in this area.Classification-JEL: M00
Keywords: Brand equity models; Brand equity dimensions; Consumer-based brand equity; Cross-national brand equity (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijmsba:v:1:y:2015:i:8:p:14-29
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