Intellectual capital through the eyes of the consumer

The purpose of this study is to measure intellectual capital of the firm through the eyes of the consumer by investigating the relationships between financial-based brand equity (FBBE) and consumer-based brand equity (CBBE) and their related constructs.

Fifteen consumer brands were evaluated based on three different perspectives of CBBE, and were then regressed on FBBE. Prior to the regression analysis, the FBBEs of 15 consumer brands were standardized using the total assets and three-year weighted average of their brand equity values.

Findings show that existing CBBE scales and related brand dimensions partially explain FBBE, namely, sustainability and brand experience, and that the product category contributes significantly in explaining FBBE. In addition, brand experience is positively associated with FBBE.

The study only includes brands from the food, electronics and clothing industries.

The study provides guidance to brand managers regarding which brand dimensions directly influence brands’ financial values.

The paper empirically measures consumers’ perceptions of the firm’s intellectual capital by using brand equity.