Abstract
The term ‘brand equity’ is a relatively new concept that has created interest among practitioners and academics in both the marketing and financial arenas since the 1980s. Partly because the concept is relatively new, there is minimal consensus on what brand equity is and how it should be measured. The existing literature makes reference to a range of different brand equity conceptualisations and operationalisations. To assist in the understanding of this literature and brand equity as a concept, the authors have developed a typology which categorises the brand equity research to date. A matrix identifying the existing measures in the literature, according to the different categories identified in the typology, has also been included.
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1Marisa Maio Mackay is a Research Associate at the Marketing Science Centre, focusing on the areas of brand equity and brand image.
2Jenni Romaniuk is a Senior Research Associate at the Marketing Science Centre. Her areas of research are brand awareness, brand image and brand equity.
3Byron Sharp is the Director of the Marketing Science Centre, based at the University of South Australia. He has published widely in a variety of brand management areas, including brand equity, brand image, brand awareness and brand loyalty.
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Mackay, M., Romaniuk, J. & Sharp, B. A classification of brand equity research endeavours. J Brand Manag 5, 415–429 (1998). https://doi.org/10.1057/bm.1998.32
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DOI: https://doi.org/10.1057/bm.1998.32