Extending Our Thinking About Brand Equity

Abstract

Brand equity bas been conceptualized as being a function of the knowledge structure that a customer has for a brand (Keller 1993, 1998). Viewing knowledge as an associative network of nodes and linkages, this perspective identifies the strength and favorability of brand associations as key antecedents of brand equity. Advantageous consequences of brand equity are thought to be many, including customer loyalty and enhanced parent standing.