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

Article OPEN
Sanaz Farjam; Xu Hongyi;
(2015)
  • Journal: International Journal of Management Science and Business Administration,volume 1,issue 8 July,pages14-29
  • Subject: Brand equity models, Brand equity dimensions, Consumer-based brand equity, Cross-national brand equity

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... View more
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