Current class of conceptualizations of customer based brand equity (CBBE) which explains the formation of brand equity on the basis of consumers' cognition and behavior are primarily built on the foundations of associative network theory. This paper identifies that theoretically a stable point estimate of CBBE cannot be derivable using this foundation. Primary objective of this paper is to prove this hypothesis using an experimental design. Thereafter, a case is made for re-looking at CBBE within motivational perspective. Accordingly, need for motivational perspective is outlined and a new definition of CBBE is proposed.
Strategic importance …