A Comprehensive Study on Brand Equity and Brand Loyalty

Since 1987, the purchase of Heublein Inc. wine and spirits subsidiary of the Nabisco Inc. by The Grand Metropolitan P.L.C., the term ―brand equity‖ has been generated and used until now. However, despite the huge amount of literature done on the subject and its key determinant, brand loyalty, there is still the need for more general yet comprehensive study of these subjects. This paper aims at reviewing literature done on brand equity, brand loyalty, the difference between brand loyalty and repeated buying behavior, the relationship between customer satisfaction and brand loyalty and finally building brand loyalty. There are more than 40 different articles and books and web pages reviewed, among which 20 has been chosen to be covered based on the perception that they are less detailed and focused on specific subjects.