Brand Equity, Consumer Learning and Choice

Tülin Erdem*, Joffre Swait, Susan Broniarczyk, Dipankar Chakravarti, Jean Noël Kapferer, Michael Keane, John Roberts, Jan Benedict E M Steenkamp, Florian Zettelmeyer

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

67 Scopus citations


The aim of this paper is to explore the links between brand equity, consumer learning and consumer choice processes in general and considering two recent trends in the market place: store brands and the Internet We first review the advances that have occurred in brand equity research in marketing in the past decade, with particular emphasis on integrating the separate streams of research emanating from cognitive psychology and information economics. Brand equity has generally been defined as the incremental utility with which a brand endows a product, compared to its non-branded counterpart. We amplify this definition: we propose that brand equity be the incremental effect of the brand on all aspects of the consumer's evaluation and choice process. We propose an agenda of research based on this amplified definition.

Original languageEnglish (US)
Pages (from-to)301-318
Number of pages18
JournalMarketing Letters
Issue number3
StatePublished - Jan 1 1999


  • Brand equity
  • Brand management
  • Brands on the Internet
  • Consumer learning
  • Dynamic choice
  • Store brands

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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