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Consumer-based brand equity and brand performance.

By J.M. Oliveria-Castro, G.R. Foxall, V.K. James, H.B.F. Roberta, M.B. Pohl, B. Dias and S.W. Chang

Abstract

The relation between consumer-based brand equity and brand performance was investigated across 15 product categories in Brazil and the UK. Brand equity was conceptualized as related to the level of social benefit offered by each brand and was measured with a simple questionnaire that asked consumers to rate brands with respect to their familiarity and quality levels. These measures were then related to brand market share and revenue. Results showed that the relation between consumer-based brand equity and brand performance varies across product categories, indicating that products differ with respect to their level of brandability and suggesting ways to measure it

Topics: Consumer behaviour, Brand equity, Brand performance, Food products, Behavioural Perspective Model, Consumer loyalty.
Publisher: Routledge
Year: 2008
DOI identifier: 10.1080/02642060801917554
OAI identifier: oai:dro.dur.ac.uk.OAI2:7950
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