Brand Equity Models

Conclusion

This paper has attempted to review and integrate studies on brand equity. With significant changes occurred with regard to concept of brand equity over the last two decade, it seems that it is necessary to have a better understanding of it in different sectors and different regions. We can discuss the brand equity from 3 different perspectives; financial-based, customer-based and employee-based perspectives. Brand equity plays an important role in lowering perceived risk for new product adoption, even in situations dominated by functional purchasing decisions. Baldauf et al. indicate that brand equity contributes directly to the enhancement of value to customers. Brand equity provides information and serves as a source of confidence and satisfaction. Aaker was apparently the first to suggest the practical model for assessing brand equity, especially, from customer perspective. Many researchers consider that his model has undoubtedly a major impact on the business and academic communities. We discussed other effective scales. In addition, this paper tried to review different brand equity models, and presented a collection of models and definitions of brand equity. More than sixty papers related to brand equity from reliable sources are considered in this paper. Some suggestion for future research can be reviewing FBBE and EBBE perspectives. Moreover, we considered several important brand equity models and we can classify these models to different sections such as product, service categories or based on one special field. brand equity model

Table 3: Mostly cited "Brand Equity” studies