Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward

Abstract

Purpose This paper aims to critically review the most cited literature published from 2000 to 2020 in 24 top-ranked marketing journals on the three most studied branding concepts of the 21st century – brand equity, brand loyalty and brand image – to explore how in these papers they have been defined, measured and examined, and propose how they should move forward in an era where brands are expected to be “socially and socio-politically conscious.” Design/methodology/approach For each concept a systematic literature review is conducted. In doing so, the definitions, antecedents, outcomes and measures for each concept were accessed and synthesized. Findings The systematic literature reviews provide a “state-of-the-art” snapshot of each concept and collectively demonstrate there is no consensus on the independence and interdependence of these dynamic multidimensional concepts. Based on the recommended process in the measurement literature, an evolved definition of each concept is proposed. In addition to the corresponding research directions presented in the moving forward sections of each systematic literature review, common research avenues emerged. Originality/value This paper acknowledges these three branding concepts as dynamic (i.e. evolving over time), systemically reviews and synthesizes the extant literature, and provides a path forward to defining, measuring and exploring brand equity, brand loyalty and brand image in the present era where brands are expected to be socially and socio-politically conscious with responsibilities to the planet, people and profit.

An Extensive Evaluation of Brand Image with Moderating Effect of Brand Engagement to Determine Brand Loyalty and Consumers’ Purchase Intention: A Study of Famous Female Apparel Brands in Pakistan

“…Strong brand image is regarded as the most powerful tool to build competitive advantage. Parris and Guzman (2023) also confirmed the significance of the phenomenon of brand image by stating that further research is warranted regarding this construct as no consensus is developed in past research about the independence and interdependence of this construct.…”

The emergence of a values-based premium private label brand reputation within a multiple-tier brand portfolio

“…There is no consensus on the definition of brand image among researchers, yet the researchers widely agree that brand image is a dynamic, subjective concept heavily based on an individual’s cognitive aspects (Lee et al , 2014; Parris and Guzmán, 2022). Many brand researchers also agree that perceptions and associations (Aaker, 1996; Anselmsson et al , 2007; French and Smith, 2013; Keller, 1993), whether they are based on a real or mental encounter with the brand (Veloutsou and Delgado-Ballester, 2018), are the base of brand image.…”

A moderated mediation model of situational context and brand image for online purchases using eWOM

“…The frequently cited definition of brand image is credited to Keller (1993). However, recent researchers (Veloutsou and Delgado-Ballester, 2018; Fetscherin et al , 2021; Parris and Guzmán, 2022) have challenged this traditional approach of conceptualisation, arguing that what was defined as brand image refers to brand reputation, and brand image is a determinant of brand reputation (Fetscherin et al , 2021). Although a brand image is the individual-specific view of the brand, brand reputation is the summation of individual judgements (Parris and Guzmán, 2022).…”

“…However, recent researchers (Veloutsou and Delgado-Ballester, 2018; Fetscherin et al , 2021; Parris and Guzmán, 2022) have challenged this traditional approach of conceptualisation, arguing that what was defined as brand image refers to brand reputation, and brand image is a determinant of brand reputation (Fetscherin et al , 2021). Although a brand image is the individual-specific view of the brand, brand reputation is the summation of individual judgements (Parris and Guzmán, 2022). To acknowledge this academic discussion, this study defines brand image as an individual’s perception of a brand after one real or mental encounter with that brand (Veloutsou and Delgado-Ballester, 2018).…”

“…Although a brand image is the individual-specific view of the brand, brand reputation is the summation of individual judgements (Parris and Guzm an, 2022). To acknowledge this academic discussion, this study defines brand image as an individual's perception of a brand after one real or mental encounter with that brand (Veloutsou and Delgado-Ballester, 2018).…”