Developing and validating a multidimensional consumer-based brand equity scale – B. Yooa, N. Donthu – Journal of Business Research.

Measuring brand equity – Kevin Lane Keller, Dartmouth College – chapter 26

A conceptual and measurement model for brand equity research – R. Colwell Quarles, QSA Research & Strategy

The concept of participatory market orientation: An organisation-wide approach to enhancing brand equity – N. Ind & R. Bjerke – Journal of Brand Management, vol. 15, 135 – 145

Measuring customer- based brand equity – Lassar, Walfried, Mittal, Banwari, Sharma, Arun – The Journal of Consumer Marketing

Brand Perception & Brand Equity of Baby Accessory Products in Working Moms’ Perspective  – P. Wonglorsaichon & P. Sathainrapabayut – International Review of Business Research Papers, Vol. 4,  No.1

Brand Equity as a Revenue Multiplier – S. Voleti, P. Nelson, S. Misra – William E. Simon Graduate School of Business Administration, University of Rochester, Rochester, NY 14627

Co-branding: brand equity and trial effects – J. Washburn, B. Till, R. Priluck – Journal of Consumer Marketing, Vol. 17 , No. 7

The theoretical separation of brand equity and brand value: Managerial implications for strategic planning -R. Raggio & R. Leone – Louisiana State University – Journal of Brand Management, Vol. 14, No. 5, 380–395

Measuring customer-based brand equity
Lassar, Walfried; Mittal, Banwari; Sharma, Arun
The Journal of Consumer Marketing;