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Title: Consumer-based brand equity measurement: lessons learned from an international study
Authors: Christodoulides, George
Cadogan, John W.
Veloutsou, Cleopatra
Keywords: Aaker
Consumer-based brand equity
Perceived quality
Issue Date: 2015
Publisher: © Emerald Group Publishing Ltd
Citation: CHRISTODOULIDES, G., CADOGAN J.W. and VELOUTSOU, C., 2015. Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32 (3-4), pp. 307 - 328
Abstract: Purpose – The purpose of this paper is to examine 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=1,829), 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).
Description: This paper is closed access.
Sponsor: This work was supported by the Economic and Social Research Council [RES-000-22-3431]
Version: Accepted for publication
DOI: 10.1108/IMR-10-2013-0242
URI: https://dspace.lboro.ac.uk/2134/17712
Publisher Link: http://dx.doi.org/10.1108/IMR-10-2013-0242
ISSN: 0265-1335
Appears in Collections:Closed Access (Business School)

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