Issues in consumer-based brand equity and agenda for future research

Title: Issues in consumer-based brand equity and agenda for future research
Creator: Cheung, Man Lai; Pires, Guilherme D.; Rosenberger III, Philip J.; de Oliveira, Mauro Jose
Relation: The Driving Trends of International Business in the 21st Century p. 67-110
Relation: https://www.cambridgescholars.com/product/978-1-5275-3525-1
Publisher: Cambridge Scholars Publishing
Resource Type: book chapter
Date: 2019
Description: Consumer-based brand equity has merited substantive research effort. Yet, many marketing issues pertaining to this research area remain to be examined. Highlighting the importance of this topical area, this chapter seeks to identify contemporary research gaps by providing an overview of a range of issues related to consumer-based brand equity, including definitional and conceptualization challenges, identification of direct and indirect antecedents, and measurement issues. One area given particular coverage in this chapter refers to the importance and synergistic effects of social media brand communication and distribution intensity on consumer-based brand equity across high and low involvement products. Based on the identified research gaps, an agenda for future research is provided.
Subject: consumer-brand based equity; research gaps; social media brand communication; future research
Identifier: http://hdl.handle.net/1959.13/1460002
Identifier: uon:45835
Identifier: ISBN:9781527535251
Language: eng

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