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CONSUMER BASED BRAND EQUITY – A DETAILED REVIEW
2
Author(s):
MOHAMMAD FURQAN KHAN, DR. ANISA JAN
Vol - 8, Issue- 2 ,
Page(s) : 398 - 405
(2017 )
DOI : https://doi.org/10.32804/IRJMST
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Abstract
This research paper is an effort to study the literature on consumer based brand equity. The paper presents a component wise review of literature on four components of consumer based brand equity. David Aaker (1991) has identified four dimensions of consumer based brand equity (Brand awareness, Brand Association, Perceived Quality and Brand Loyalty) and this paper is a detailed review of those four. This paper is an effort to bring all the literature on these four components together and present it before the audience.
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