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  • Review of Methodologies in The Measurement of Consumer Based Brand Equity

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    Lalatendu Mishra
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    This document reviews methodologies used to measure consumer-based brand equity over the past decade. It analyzes journal publications from 2005 to 2015 on brand equity measurement and finds that surveys remain the most widely used method, asking consumers to rate brand attributes, perceptions, and relationships. Other approaches gaining popularity include analyzing social media conversations and online searches to gauge brand sentiment and awareness.

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    review on consumer based brand equity

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    Review Paper

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    This document reviews methodologies used to measure consumer-based brand equity over the past decade. It analyzes journal publications from 2005 to 2015 on brand equity measurement and finds that surveys remain the most widely used method, asking consumers to rate brand attributes, perceptions, and relationships. Other approaches gaining popularity include analyzing social media conversations and online searches to gauge brand sentiment and awareness.

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    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    5 views3 pages

    Review of Methodologies in The Measurement of Consumer Based Brand Equity

    Uploaded by

    Lalatendu Mishra
    This document reviews methodologies used to measure consumer-based brand equity over the past decade. It analyzes journal publications from 2005 to 2015 on brand equity measurement and finds that surveys remain the most widely used method, asking consumers to rate brand attributes, perceptions, and relationships. Other approaches gaining popularity include analyzing social media conversations and online searches to gauge brand sentiment and awareness.

    Copyright:

    © All Rights Reserved
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as doc, pdf, or txt
    of 3

    REVIEW OF METHODOLOGIES IN THE MEASUREMENT OF CONSUMER BASED

    BRAND EQUITY
    Introduction:
    JOURNAL TOTAL YEAR (2005-2015)
    YEAR OF PUBLICATION 05 06 07 08 09 10 11 12 13 14 15
    TOTAL

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