Systematic review of meta-synthesis technique based brand equity: Analysis of constituents and its consequences from a combined perspective (financial-customer)

Brand equity is one of the top priorities in marketing research that creates value for both the customer and the company; In this way, first by creating a suitable product and creating satisfaction in the customer, it creates value for him and then with the value that it creates for the customer, it creates value for the company and creates a kind of lasting competitive advantage for that company. The aim of this study is to deduce the conceptual model of the factors that make up brand equity and the consequences of brand equity with the meta-combination technique of various meta-study methods. In the present study, the researcher, using a systematic review approach and qualitative meta-composition, analyzed the results and findings of previous researchers and performed seven steps of Sandlowski and Barroso method, identifying 4 factors that make up brand equity and 2 consequences. Brand equity has categorized its conceptual model. In order to measure the reliability and quality control, the kappa method has been used. The kappa index value was calculated for the components of brand equity and its consequences, which is at the level of excellent agreement. The results of this study indicate that 4 factors in valid studies related to the last ten years constitute the dimensions of brand equity. Perceptual dimensions, attitudinal dimensions, cognitive dimensions and communication dimensions are the main dimensions of brand equity. Also, two consequences related to the customer and the consequences related to the company constitute the consequences of brand equity.