Abstract
In recent years, customer-based brand equity (CBBE) has been extensively studied in the marketing community. Central to the study of CBBE are its structure and the measurement. This paper focuses on the dimensions of CBBE, the interrelationships among them, and the analytical methodology of the measurement model. The authors empirically analyze 15 brands with data from 3928 consumers of four industries including toothpaste, roll film, cell phone, and gym shoes. A CBBE measurement model is constructed and the application of the model is discussed. Suggestions are also provided for brand management and directions for future research.
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