Abstract

Customer-Based Brand Equity (CBBE) is an essential framework in brand management that explains how consumers develop awareness, associations, perceptions, and loyalty toward a brand. This model has become one of the most widely used approaches to evaluate brand equity from the consumer perspective. However, the rapid digital transformation has significantly reshaped the interaction patterns between consumers and brands, requiring a re-examination of CBBE in the digital context. This study aims to conduct a Systematic Literature Review (SLR) on CBBE in the digital age, guided by the PRISMA protocol. A total of twenty-eight peer-reviewed articles collected from international databases such as Scopus focusing on publications from recent years. The review finds that digital engagement, across cognitive, emotional and behavioral forms primarily strengthens brand awareness and brand loyalty within the CBBE framework. evidence also shows that brand image often mediates this relationship, supported by enhanced perceived quality through personalized and interactive digital experiences. This study contributes by clarifying the mechanism linking digital engagement to CBBE and by identifying research gaps, particularly the lack of longitudinal and cross-cultural studies.