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Consumer-based brand equity measurement: lessons learned from an international study

journal contribution
posted on 05.06.2015 by George Christodoulides, John Cadogan, Cleopatra Veloutsou
Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis-à-vis the measurement of brand assets across countries. Design/methodology/approach – Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624). Findings – The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts. Originality/value – The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used conceptualization of consumer-based brand equity. Contrary to previous research, this study has used data from real consumers who evaluated a range of brands across product categories (including goods, services and internet).

Funding

This work was supported by the Economic and Social Research Council [RES-000-22-3431]

History

School

  • Business and Economics

Department

  • Business

Published in

International Marketing Review

Volume

32

Issue

3-4

Pages

307 - 328

Citation

CHRISTODOULIDES, G., CADOGAN J.W. and VELOUTSOU, C., 2015. Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32 (3-4), pp. 307 - 328

Publisher

© Emerald Group Publishing Ltd

Version

AM (Accepted Manuscript)

Publisher statement

This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/

Publication date

2015

Notes

This paper is closed access.

ISSN

0265-1335

Language

en

Exports