Although receiving increased attention in recent decades, there remains a call for new brand equity models and empirical research to strengthen our knowledge of how brand equity forms and its infl uence on consumer purchase behavior. This paper employs an antecedent/consequence framework of brand equity that is drawn directly from extant literature and presents an empirical study that utilizes two well-known brands in order to test the validity of the literature-based, antecedent/consequence model. The fi ndings reveal more detailed complexity than the literature-based model suggests. Some of this complexity may be due to inherent product class differences.

Purpose -This paper aims to test whether an antecedent/consequence brand equity model developed with Americans holds up with Chinese, and to examine whether brand equity's functional (utilitarian) and experiential (emotive) facets have (dis)similar significance in a cross-cultural setting. Design/methodology/approach -The survey was administered to US and Chinese samples, with data analyzed using structural equation modeling to test hypotheses developed from literatures. Findings -The study found evidence that the model does hold up in a cross-cultural setting, and that some of brand equity's functional and experiential antecedents and components have dissimilar significance with the two sample groups.Research limitations/implications -Only one brand was employed; the survey was completed with volunteer US and Chinese university students vs a broader range of age groups; and the dissimilar nuances of the English and Chinese languages may lead to divergent understandings of the measures. Practicable implications -The study provides a foundation for future cross-cultural brand equity research and sheds empirical insight that, contrary to social sciences literatures' suggestions, the similar significance of brand equity and its antecedents are such that firms may benefit from employing standardized marketing strategies in cross-cultural settings. Originality/value -The study is a benchmark comparative cross-cultural brand equity study with the vastly disparate US and Chinese consumers.

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors. Design/methodology/approach -The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses. Findings -The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s). Research limitations/implications -Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes. Practicable implications -The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands. Originality/value -The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.

Purpose -This paper seeks to develop and test a model that enables examination of the cross-cultural comparative influence of the meets expectations versus feeling state perspectives of consumer satisfaction for a product or brand. Design/methodology/approach -New measures were developed for the meets expectations and feeling state constructs, leading to a survey that was administered to Chinese and Americans. The data were analyzed using structural equation modeling in order to test hypotheses that were developed from the extant literature. Findings -The study found that meets expectations and feeling state are two distinct separate constructs with Americans and Chinese, and that their influence on future purchase intent differs between cultures, and between brands. Research limitations/implications -Only two brands were used in the study. The survey was completed with university students in the USA and China versus a broader range of age groups. The dissimilar nuances of English and Chinese may lead to different understandings of the measurement items.Practical implications -This study provides a foundation for future cross-cultural consumer research, and provides empirical insights into the ongoing standardization versus localization marketing strategy debate. Originality/value -This study is a benchmark comparative cross-cultural consumer satisfaction study with vastly disparate American and Chinese consumers.

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