Consumer-based brand equity and brand performance

Oliveira-Castro, J.M., Foxall, G.R., James, V.K., Pohl, R.H.B.F., Dias, M.B. and Chang, S.W. 2008. Consumer-based brand equity and brand performance. Service Industries Journal. 28 (4), pp. 445-461.

TitleConsumer-based brand equity and brand performance
AuthorsOliveira-Castro, J.M., Foxall, G.R., James, V.K., Pohl, R.H.B.F., Dias, M.B. and Chang, S.W.
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.

JournalService Industries Journal
Journal citation28 (4), pp. 445-461
ISSN0264-2069
Year2008
PublisherTaylor & Francis
Digital Object Identifier (DOI)doi:10.1080/02642060801917554
Publication dates
Published2008

Related outputs

Market segmentation in behavioural perspective
James, V.K., Chang, S.W., Oliveira-Castro, J.M. and Pallister, J. 2010. Market segmentation in behavioural perspective. Journal of Organizational Behavior Management. 30 (2), pp. 176-198.

Substitutability and independence: matching analyses of brands and products
Foxall, G.R., James, V.K., Chang, S.W. and Oliveira-Castro, J.M. 2010. Substitutability and independence: matching analyses of brands and products. Journal of Organizational Behavior Management. 30 (2), pp. 145-160.

Permalink - https://westminsterresearch.westminster.ac.uk/item/91761/consumer-based-brand-equity-and-brand-performance


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