A critical review of consumer value and its complex relationships in the consumer-based brand equity network

This is a critical review of over 100 conceptual and empirical studies on consumer value in different contexts in order to identify definition and measurement issues, identify its relations with other constructs, and provide future research directions in different contexts including destinations. Results show that consumer value definitions and measurements penetrate into other constructs, such as quality, image and brand value, thus endangering a sound theory development. For a robust theory development in consumer value and its relations with other relevant constructs, a relatively well-defined nomological network, namely consumer-based brand equity framework is suggested to accurately reflect its identity, role and significance among the multiple relevant constructs such as, perceived quality, image, brand value, and consumer loyalty by keeping the integrity of all intact.