Abstract

This systematic review examines how different components of brand equity models, particularly Consumer-Based Brand Equity (CBBE), effectively measure and explain brand value across industries. The initial search was  conducted electronically in Scopus, Web of Science, ScienceDirect, JSTOR, EBSCOhost, ProQuest, and Google Scholar using keywords such as “brand equity” or “value” and “consumer” and “customer-based brand equity”. Analysis of 24 peer-reviewed articles confirms that four key dimensions, brand awareness, brand associations, brand loyalty, and perceived quality, serve as reliable measures of brand equity across different industry sectors. The study also revealed a structural relationship between the brand equity dimensions. This study identifies the core components of brand equity that organisations can leverage to strengthen their brand positioning and competitive advantage. It explained the relationship between the components of the key brand equity dimensions that would guide firms in developing their brand equity approach to advance their brand competitiveness in the market.

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