Oliveira-Castro, Jorge M., Foxall, Gordon Robert ![]() |
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 |
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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 |
Citation Data
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