A Meta- Analysis of the Antecedents and Consequences of Customer- Based Brand Equity

the purpose of this research is to identify the antecedents and consequences of customer-based brand equity using a meta-analysis approach. The present study is descriptive in terms of purpose, practical in terms of usage and quantitative in terms of type of data. The study population consists of articles published in scientific journals in the field of customer-based brand equity from 2011 to 2024, that 51 cases were entered through meta-analysis process with a purposive nonprobablity sampling method. Selected studies were analyzed using CMA2 software (Comprehensive Meta-Analysis Software). Findings showed that among the antecedents of customer-based brand equity, respectively, the variables of The variables of brand economic value (0.770), word-of-mouth advertising (0.751), brand emotional value (0.731), customer trust (0.568), brand attitude (0.561) and social network marketing (0.559) had the high effect size (above 0.5). Also, among the consequences of customer-based brand equity, respectively, the variables of customer loyalty (0.710), customer buying behavior (0.670), perceived value (0.447), repurchase intention (0.421), brand choice (0.389), higher price payment (0.385) and brand expansion (0.326) had the high effect size (above 0.5). Variables of brand economic value, electronic word-of-mouth advertising, brand emotional value, customer trust, brand attitude and social network marketing, and among the consequences of customer-based brand equity, respectively, customer loyalty variables, customer purchase behavior, perception value. Repurchase intention, brand choice, paying higher price and brand development are among the most important antecedents and consequences of customer-based brand equity,