Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
LITERATURE REVIEW 
Theoretical Model
Keller (1993) delineated customer-based brand equity in a detailed manner, conceptualizing it as “the 
differential effect of brand knowledge on consumer response to the marketing of the brand” (p. 8). Customer-based 
brand equity occurs when the consumer is aware of the brand with some positive (favorable, strong, and unique) 
brand associations in the memory. The core concept of his model draws on “brand knowledge” composed of two 
dimensions: brand awareness and brand associations. Drawing on customer-based brand equity, this study 
conceptualized the theoretical model (Figure 1 and 2) to capture attendee behaviors through “the differential effect 
of brand knowledge” manifested by brand satisfaction, UEBV, brand trust, and ABL, most of which are frequently 
used in the marketing literature to measure customer response to brand marketing.