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

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. (doi: 10.1108/IMR-10-2013-0242)

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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.<p></p> 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).<p></p> 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.<p></p> 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).

Item Type:Articles
Additional Information:This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.
Glasgow Author(s) Enlighten ID:Veloutsou, Professor Cleopatra
Authors: Christodoulides, G., Cadogan, J. W., and Veloutsou, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Marketing Review
Publisher:Emerald Group Publishing Limited
ISSN (Online):1758-6763
Copyright Holders:Copyright © 2015 Emerald Group Publishing Limited
First Published:First published in International Marketing Review 32(3/4):307-328
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
500001A European Study in Consumer Based Brand Equity (CBBE)Cleopatra VeloutsouEconomic & Social Research Council (ESRC)RES-000-22-3431BUS - MANAGEMENT