A Conceptual Framework for Understanding Consumer – Based Brand Equity

Tina Vukasovic
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Tina Vukasovic: International School for Social and Business Studies, Slovenia

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Abstract: The paper focused on dimensions of consumer – based brand equity. The purpose of this paper is to propose a model to better understanding consumer – based brand equity. The author develops the relating conceptual study through the differentiation and integration as specific conceptual goals. The brand equity paradigm and its importance for marketing theory have been in the research focus for more than two decades. There is no agreement in the literature how to develop a unique measure of brand equity, neither what are the sources, drivers or determinants. The analysis and development of the conceptual study in this paper provide valuable theoretical insights on the determinants of brand equity formation and the development consumer – based brand equity measurement tool. To conceptualize consumer-based brand equity this study builds on Keller’s (1993) and Aaker’s (1991) definitions. The author also followed Buil’ et al. (2013) framework for conceptual contributions in marketing.

Keywords: conceptual framework; consumer – based brand equity; consumer; associations; awareness; quality; loyalty (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:tkp:mklp16:991-997

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