Abstract

Previous studies on brand equity measurement can be classified into the following main streams: (1)
Customer-based Brand Equity (CBBE), where the value of the brand is determined by customers’ associations
with a product brand and (2) Corporate Brand Equity (CBE), where the value of the brand is determined by
stakeholders’ associations toward a corporate brand. This paper proposes a holistic approach to Total Brand
Equity (TBE) measurement which integrates Customer-based Brand Equity and Corporate Brand Equity into
Total Brand Equity measurement. This approach offers a more comprehensive perspective for brand equity
valuation which addresses a company’s relationships with its customers and stakeholders at large. Further, this
paper offers a series of propositions that address the relationship between total brand equity and corporate
performance.

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