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Decoding the complexity of the consumer-based brand equity process

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  • Chatzipanagiotou, Kalliopi
  • Veloutsou, Cleopatra
  • Christodoulides, George

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.

Suggested Citation

  • Chatzipanagiotou, Kalliopi & Veloutsou, Cleopatra & Christodoulides, George, 2016. "Decoding the complexity of the consumer-based brand equity process," Journal of Business Research, Elsevier, vol. 69(11), pages 5479-5486.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:11:p:5479-5486
    DOI: 10.1016/j.jbusres.2016.04.159
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    References listed on IDEAS

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