Customer-Based Brand Equity: A Controversial Issue

This research endeavors a state-of-the-art of the customer-based brand equity concept. As this construct stems from the brand equity issue, the latter is emphasized through its definitions across literature and its evaluation from different approaches. The consumer perspective is then taken into consideration when assessing customer-based brand equity. The controversial delimitation of these concept determinants is therefore highlighted. The main evoked dimensions are as well elucidated. This study arouses the requirement to qualitative research when considering these dimensions in each context.