From the limitations of this study, there are some recommendations for future research.
(1) Other companies
Future research can use VA/VE framework to count the marketing activities value of other companies. In this study, the research took McDonald’s to do case study but was lack of some specific data. Thus, future research can took the companies which can obtain comprehensive financial data and detailed marketing budget to calculate the value of brand equity.
(2) Different constructs
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Different scholars have different definitions and constructs of brand equity.
Future research can utilize more constructs to build up a framework of VA/VE and can compare what will be different with VA/VE framework built up based on Aaker’s brand equity model.
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