Consumer-Based Brand Equity in the Services Sector: A Systematic Literature Review
Keywords:brand equity, CBBE, customer-based brand equity; service industry; literature review.
The purpose of this study was to systematically review the literature on consumer-based brand equity in the services sector. The study focused on the ‘traditional’ themes from Keller and Aaker, CBBE model and how it has been measured, and to what extent the selected studies have used the ‘traditional’ CBBE measurement constructs. The study used 40 selected published research papers that used the consumer-based brand equity (CBBE), construct by using a popular scholarly work database i.e., Google Scholar. Inclusion and exclusion criteria were established for the selection of suitable papers. All research papers that discussed CBBE between 2010 and 2020 and focused on the service sector were included. The review uncovered that consumer-based brand equity has been defined and conceptualized, using Aaker (1991, 1996) and Keller, (1993, 2003), as a base in the advancement of the concept. It was also established that the traditional CBBE measurement constructs are still relevant in this modern times. There is also a lack of studies employing qualitative and mixed method approaches with quantitative studies dominating the papers. The Banking, Hotel, and Tourism industries are well researched leaving behind the Fast Food, Entertainment, Media, Fashion, and Hospitality industries. Only 40 articles were reviewed. Secondly, the papers used focused on only one database i.e., google scholar. Thirdly, the study used research papers published between 2010 – 2020 i.e., a 10-year period. Also, the review focused on the Service sector.