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Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models

Author

Listed:
  • Sanaz Farjam

    (School of Management, Wuhan University of Technology, Wuhan, P.R.China)

  • Xu Hongyi

    (School of Management, Wuhan University of Technology, Wuhan, P.R.China)

Abstract

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

Suggested Citation

  • Sanaz Farjam & Xu Hongyi, 2015. "Reviewing the Concept of Brand Equity and Evaluating Consumer-Based Brand Equity (CBBE) Models," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(8), pages 14-29, July.
    • Handle: RePEc:mgs:ijmsba:v:1:y:2015:i:8:p:14-29
    DOI: 10.18775/ijmsba.1849-5664-5419.2014.18.1002
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    References listed on IDEAS

    as
    1. Rajagopal, 2015. "Consumer Value Management," Palgrave Macmillan Books, in: The Butterfly Effect in Competitive Markets, chapter 5, pages 119-143, Palgrave Macmillan.
    2. Moisescu, Ovidiu Ioan, 2005. "The concept of brand equity - A comparative approach," MPRA Paper 32013, University Library of Munich, Germany.
    3. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Kosmo Karantonis & Oliver Schnittka & Mario Farsky & Henrik Sattler, 2025. "Empirical validation of a new technique (‘select-and-rank’) to measure brand preference," Journal of Brand Management, Palgrave Macmillan, vol. 32(3), pages 227-237, May.
    2. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    3. Osnat Cottan-Nir, 2019. "Toward a Conceptual Model for Determining CEO Brand Equity," Corporate Reputation Review, Palgrave Macmillan, vol. 22(4), pages 121-133, November.
    4. Zaki Muhammad ABBAS BHAYA & Basim Abbas KRAIDY JASSMY, 2018. "The Impact of Brand Equity on the Achievement Customers' Loyalty to the Brand: An Empirical Study of a Sample of Vodafone's Customers," Management and Economics Review, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 3(2), pages 161-174, December.
    5. Maysam Shafiee Roodposhti & Hamideh Mojtahed Soleimani & Mohammad Zand & Mohammadali Sharafian, 2025. "Designing brand performance evaluation model in an online business," SN Business & Economics, Springer, vol. 5(1), pages 1-37, January.
    6. Camelia-Daniela Hategan & Ruxandra-Ioana Pitorac & Vasile-Petru Hategan & Carmen Mihaela Imbrescu, 2021. "Opportunities and Challenges of Companies from the Romanian E-Commerce Market for Sustainable Competitiveness," Sustainability, MDPI, vol. 13(23), pages 1-15, December.

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    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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