Abstract :
Developing marketing strategies to improve sales and to make the brands unique has become a tricky task for managers. Brand equity has been valued as an important concept in academics as well as in business practices because firms gain competitive advantage through the development of strong brands. Albeit prolific researches over last two decades, measurement of brand equity and its relevant constructs seem to need better in-depth conceptualisations. This systematic review of research questions the positivistic approach to measuring the constructs by delineating the apparent limitations. In this paper brand awareness, brand association, perceived value, brand loyalty, brand personality and brand trust related construct has been examined which influence overall brand equity measurement. Apart from the consumer based approach and financial approach, this paper calls for to develop a much needed interpretivistic approach to measure the brand equity.
Keyword :
Brand equity, brand related construct,brand equity measurement