Systematic Literature Review (SLR): Exploring Theories, Methods, Contexts, and Measurement in Brand Equity Studies
DOI:
https://doi.org/10.21111/ibmj.v8i2.15351Keywords:
brand equity, systematic literature review, measurement, CBBE, FBBEAbstract
This study is a Systematic Literature Review (SLR) that aims to explore the development of theories, methods, contexts, and measurement approaches in brand equity studies during the period 2016–2025. This study responds to the need for a more adaptive and relevant brand equity measurement model amid digital transformation, globalization, and shifts in consumer behavior. Using the PRISMA protocol and analyzing 17 selected articles from reputable journals, this study identifies dominant trends in the use of theories such as Customer-Based Brand Equity (CBBE) and its integration with new approaches such as Firm-Based Brand Equity (FBBE), personal branding, and digital metrics. Methodologically, quantitative approaches still dominate, but are increasingly being combined with mixed methods to capture the complexity of cultural and industrial contexts. The synthesis results show that traditional brand equity dimensions such as awareness, association, perceived quality, and loyalty are still relevant, but have been expanded with new elements such as sustainability, social responsibility, and digital presence. This study also reveals research gaps related to cross-context validation and limitations in the generalizability of existing scales. As a contribution, this SLR offers an updated classification map of brand equity measurement approaches and recommendations for a more integrative, multidisciplinary, and contextual future research agenda.References
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