Assessing the literature on brand equity: From past, present to future

• Main Authors: Hanaysha, Jalal, Abdullah, Haim Hilman, Abd Ghani, Noor Hasmini
• Format: Article
• Language: English
• Published: INSInet Publications 2013
• Subjects: HB Economic Theory
• Online Access: http://repo.uum.edu.my/19562/1/AJBAS%207%2014%202013%20488-499.pdf; http://repo.uum.edu.my/19562/; http://www.ajbasweb.com/old/ajbas/2013/December/488-499.pdf
• Institution: Universiti Utara Malaysia

Background: Brand equity is considered to be one of the most important organizational resources. The history of academic research on brand equity traces back to late 1980s.Until now several contributions have been made from past scholars on this concept from different perspectives.The literature r...