Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326722 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2433168 [Year:] 2024 [Pages:] 1-22
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
Many methods have been developed since the 1980s to measure Brand Equity (BE). These methods range from theoretical and pragmatic approaches to qualitative methods that determine the rankings of remembrance, emotionality, and valuation based on the likelihood of purchasing a good, or service. The goal of this systematic review was to identify gaps in the literature and provide recommendations for future research by analyzing and summarizing the available data on models used to quantify BE. A systematic search of Dialnet, Ebsco, Google Scholar, Isi We of Knowledge, Redalyc, Science Direct, Scopus, Scielo, and Web of Science was performed using PRISMA principles. Of the 551 abstracts screened, only 23 met inclusion criteria. The review showed that no model allows for a comprehensive evaluation of BE. This makes it easier for us to understand and recognize their benefits, and drawbacks. Although there are many variations, none has been adequately verified to be reliably quantified. The combination of variables between the models indicates that the measurement does not produce an agreement between the theoretical and pragmatic. Everybody tries to appreciate the intangible, yet they all overlook branding messaging. Our findings shows that a thorough proposal incorporating a model that enables the inclusion of both tangible and intangible BE factors is required.
Subjects: 
Brand Equity
brand
brand awareness
brand association
models
measurement models
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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