Brand Equity and Brand Equity Scale Developments: A Literature Review

This literature review maintains that, given the importance of the concept of brand equity in marketing, as well as the need for the measurement of brand equity, the literature lacks an empirically based consumer-perceived brand equity scale. Since the brand is the consumer’s idea, the consumer is an active participant or equity partner in the creation of equity for the brand. Therefore, we need to delve inside consumers’ minds in order to...