Integrating Product and Corporate Brand Equity into Total Brand Equity Measurement

Hamed M. Shamma, Salah S. Hassan

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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International Journal of Marketing Studies  ISSN 1918-719X(Print) ISSN 1918-7203(Online)

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