Mohamad Salleh, Musdiana and Harun, Etty Harniza
(2025)
Research trend in Customer-based Brand Equity (CBBE) and its contributing factors.
FBM Insights.
pp. 22-25.
ISSN 2716-599X
Official URL: https://kedah.uitm.edu.my/research
Abstract
Customer-Based Brand Equity (CBBE) is a cornerstone concept in marketing, emphasizing how brand knowledge shapes consumer response. With rapid advancements in technology and shifting consumer values, traditional models of CBBE require refinement to remain relevant. This paper explores emerging themes such as digital transformation, sustainability, personalization, cultural context, and brand co-creation. By identifying current gaps and proposing future research directions, this study offers a forward-looking perspective on how CBBE can evolve to better align with the modern branding landscape.
Metadata
| Item Type: | Article |
|---|---|
| Creators: | Creators Email / ID Num. Mohamad Salleh, Musdiana diana001@uitm.edu.my Harun, Etty Harniza etty@uitm.edu.my |
| Contributors: | Contribution Name Email / ID Num. Advisor Mustapha, Yanti Aspha Ameira ameira574@uitm.edu.my Chief Editor Mohamed Isa, Zuraidah zuraidah588@uitm.edu.my |
| Subjects: | H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling H Social Sciences > HF Commerce > Consumer satisfaction |
| Divisions: | Universiti Teknologi MARA, Kedah > Sg Petani Campus > Faculty of Business and Management |
| Journal or Publication Title: | FBM Insights |
| UiTM Journal Collections: | Other UiTM Journals > FBM Insights UiTM Cawangan Kedah |
| ISSN: | 2716-599X |
| Page Range: | pp. 22-25 |
| Keywords: | Customer-Based Brand Equity (CBBE), Digital transformation, Brand Co-creation |
| Date: | 2025 |
| URI: | https://ir.uitm.edu.my/id/eprint/141992 |
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