The objectives of this study are (1) to review previous studies in the context of brand management in consumer behaviors using costumer based brand equity (CBBE) and theory of planned behavior (TPB) as the basic foundation of the study; and (2) to develop a comprehensive research model by integrating relevant research constructs using meta-analysis. This study reviewed a total 173 studies from 58 published papers with 40 journals during 1991~2014 and developed a comprehensive framework with 16 research hypotheses. The results showed that (1) brand image, brand personality, brand association, and subjective norm are the important antecedents of brand attitudes; (2) brand awareness, brand trust, perceived quality, and perceived behavioral control are the important antecedents of brand loyalty; (3) brand attitude positively influences brand loyalty, which further influences brand equity; and (4) brand equity positively influences behavioral intention. This study fills in the research gap by integrating more research variables into CBBE model, particularly to include the influence of social context on consumer behavior through TPB. These results indicated that the integration between CBBE and TPB is meaningful and the comprehensive model can explain more variances than that of the individual model. Limitations, and recommendations for future research in this area are provided.

Abstract
1. Introduction
2. Literature Review
    2.1. The Antecedents of Brand Attitude
    2.2. The Antecedents of Brand Loyalty
    2.3. The Effect of Brand Attitude and BrandLoyalty
    2.4. The Effect of Brand Equity
3. Methodology
    3.1. Research Model
    3.2. Meta-Analysis
    3.3. Structural Equation Model
4. Results and Discussions
    4.1. Meta-Analysis
    4.2. Structural Equation Model
5. Conclusions and Limitations
    5.1. Conclusions
    5.2. Limitations and Future Research
References

• Wann-Yih WU(College of Management, Nanhua University)
• Thi-Yen DO(Department of Business Administration, Nanhua University) Corresponding Author
• Phuoc-Thien NGUYEN(Faculty of Economics-Management, Dong Nai Technology University)
• Nadia ANRIDHO(Department of Accountancy, Universitas Airlangga)
• Minh-Quan VU(International School, Vietnam National University)