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

Abstract

. He researches issues in marketing strategy, international marketing and sales, and has published in a wide range of outlets on these topics, including in the Journal of the Academy Consumer-Based Brand Equity Measurement: Lessons Learned from an International StudyAbstract Purpose -The paper examines 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=1829), 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).

U.K. consumers' perceived risk of buying products from emerging economies: A moderated mediation model

“…Globalisation has undoubtedly integrated different markets and enabled consumers to enjoy a wide range of choice of products from different countries. Although consumers' attitudes towards foreign products have been widely studied in the extant literature (Steenkamp & de Jong, 2010), most studies in this domain investigate (a) consumers' attitudes towards products from unspecified foreign countries (Sharma, Shimp, & Shin, 1995;Nguyen, Nguyen, & Barrett, 2008;Strizhakova, Coulter, & Price, 2008), (b) Western consumers' attitudes towards products from other Western countries (e.g., Christodoulides, Cadogan, & Veloutsou, 2015;Javalgi, Khare, Gross, & Scherer, 2005;Seo, Buchanan-Oliver, & Cruz, 2015;Verlegh, 2007), and (c) Eastern consumers' attitudes towards products from Western countries (e.g., Fong, Lee, & Du, 2014;Klein, Ettenson, & Morris, 1998;Kumar, Lee, & Kim, 2009;Yim, Sauer, Williams, Lee, & Macrury, 2014). The literature is characterised by a scarcity of studies on Western consumers' attitudes towards products from Eastern emerging economies.…”

Decoding the complexity of the consumer-based brand equity process

“…Brand awareness and brand associations are key features of Aaker's (1991) model and widely appear in scale development research (e.g. Christodoulides et al, 2015;Yoo & Donthu, 2001). Brand awareness is "the ability of a potential buyer to recognize or recall that a brand is a member of a certain product category" (Aaker, 1991, p. 61).…”

“…This construct captures brand preference, attachment, and loyalty, all concepts that research highlights as indicators of CBBE (e.g. Christodoulides et al, 2015;Yoo & Donthu, 2001). …”

“…Researchers widely acknowledge brand equity as a key marketing performance indicator, a source of competitive advantage, and a vital component of business success (Christodoulides et al, 2015). Although brand equity may derive from various stakeholders, consumer-based brand equity (CBBE) dominates marketing research.…”

“…This construct captures brand preference, attachment, and loyalty, all concepts that research highlights as indicators of CBBE (e.g. Christodoulides et al, 2015; Yoo & Donthu, 2001).The Venn diagrams in Figure 1 show the configural nature of the antecedent conditions within the different blocks, and the arrows indicate the major flows of configural relationships among them. Thus: 9 RP1.…”