Consumer-based brand equity and brand performance

被引：45
|
作者：
Oliveira-Castro, Jorge M. [2 ]
Foxall, Gordon R. [1 ]
James, Victoria K. [1 ]
Pohl, Roberta H. B. F. [2 ]
Dias, Moema B. [2 ]
Chang, Shing W. [1 ]
机构：
[1] Cardiff Univ, Cardiff Business Sch, Cardiff, S Glam, Wales
[2] Univ Brasilia, Inst Psicol, Brasilia, DF, Brazil
来源：
SERVICE INDUSTRIES JOURNAL | 2008年 / 28卷 / 04期
关键词：
consumer behaviour; brand equity; brand performance; food products; Behavioural Perspective Model; consumer loyalty;
D O I：
10.1080/02642060801917554
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
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.
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页码：445 / 461
页数：17
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