Managing the consumer-based brand equity process: a cross-cultural perspective

Chatzipanagiotou, K. , Christodoulides, G. and Veloutsou, C. (2019) Managing the consumer-based brand equity process: a cross-cultural perspective. International Business Review, 28(2), pp. 328-343. (doi: 10.1016/j.ibusrev.2018.10.005)

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Most consumer-based brand equity (CBBE) models are linear and fail to capture the complexity of the brand equity construct and its benefits in terms of key consumer behavioral outcomes. More complex and dynamic models focusing on CBBE as a process often lack empirical support particularly from more than one country. This study builds on and extends previous research by empirically examining the configural nature of the CBBE building process cross-nationally, and by investigating differences vis-a-vis key consumer behavioral outcomes (namely, willingness to pay a price premium, brand recommendation and repurchase intention). These differences are postulated and explained through culture theory particularly the cultural dimension of individualism/collectivism. Using fuzzy-set/Qualitative Comparative Analysis (fs/QCA), survey data from Greece and Germany support the robustness of the extended CBBE model. The model shows that overall brand equity and consumer behavioral outcomes are created through the brand building, brand understanding, and brand relationship blocks, and identifies core causes and common patterns across countries providing a useful diagnostic tool for international brand management.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Chatzipanagiotou, Dr Kalliopi and Veloutsou, Professor Cleopatra
Authors: Chatzipanagiotou, K., Christodoulides, G., and Veloutsou, C.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Business Review
ISSN (Online):0962-9262
Published Online:15 November 2018
Copyright Holders:Copyright © 2018 The Authors
First Published:First published in International Business Review 28(2): 328-343
Publisher Policy:Reproduced under a Creative Commons License

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