Brand: “What Do You Think of Me?”

This chapter discusses how firms can create and manage customer brand value, which is a part of the CEV framework. Accordingly, this chapter offers that brand value is reflected in a customer’s behavioral as well as attitudinal response to a brand. In discussing the CBV metric, the chapter offers that the metric is comprised of (a) Brand Knowledge which consists of brand awareness and brand image, (b) Brand Attitude which consists of brand trust and brand affect, (c) Brand Behavior Intention, which is measured as purchase intention, and (d) Brand Behavior which consists of brand loyalty, brand advocacy, and brand premium price behavior. Based on this, the CEV framework observes that customers with greater brand value are more likely to engage in activities that result in an increase in customer value when compared to customers with low brand value.