Rozwój badań nad kapitałem marki bazującym na konsumencie – przegląd literatury

The aim of this paper is to present the concept of consumer-based brand equity (CBBE) and the most important studies on its measurement. For this purpose an extensive literature review is introduced. In literature there are two distinguished approaches to capture CBBE: the direct and the indirect measurement. This paper provides key directions to brand managers regarding how to determine, approach and leverage the equity of their brands.