Consumer-based brand equity and brand performance

Oliveira-Castro, Jorge M., Foxall, Gordon Robert ORCID: https://orcid.org/0000-0002-3572-6456, James, Victoria K., Pohl, Roberta H.B.F., Dias, Moema B. and Chang, Shing Wan 2008. Consumer-based brand equity and brand performance. Service Industries Journal 28 (4) , pp. 445-461. 10.1080/02642060801917554

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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.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce H Social Sciences > HM Sociology
Uncontrolled Keywords:	Consumer behaviour ; Brand equity ; Brand performance ; Food products ; Behavioural Perspective Model ; Consumer loyalty
Publisher:	Taylor and Francis
ISSN:	0264-2069
Last Modified:	19 Oct 2022 09:53
URI:	https://orca.cardiff.ac.uk/id/eprint/22546

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