Oliveira-Castro, Jorge M. and Foxall, Gordon R. and James, Victoria K. and Pohl, Roberta H.B.F. and Dias, Moema B. and Chang, Shing Wan (2008) Consumer-based brand equity and brand performance. Service Industries Journal, 28 (4). pp. 445-461. ISSN 0264-2069Full text not available from this repository.
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.
|Subjects:||University of Westminster > Westminster Business School|
|Depositing User:||Miss Nina Watts|
|Date Deposited:||23 Jun 2010 09:16|
|Last Modified:||23 Jun 2010 09:16|
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