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Consumer-based brand equity and brand performance.

Oliveria-Castro, J.M. and Foxall, G.R. and James, V.K. and Roberta, H.B.F. and Pohl, M.B. and Dias, B. and Chang, S.W. (2008) 'Consumer-based brand equity and brand performance.', Service industries journal., 28 (4). pp. 445-461.

Abstract

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.

Item Type:Article
Keywords:Consumer behaviour, Brand equity, Brand performance, Food products, Behavioural Perspective Model, Consumer loyalty.
Full text:PDF - Accepted Version (356Kb)
Status:Peer-reviewed
Publisher Web site:http://dx.doi.org/10.1080/02642060801917554
Publisher statement:This is an electronic version of an article published in Oliveria-Castro, J.M. and Foxall, G.R. and James, V.K. and Roberta, H.B.F. and Pohl, M.B. and Dias, B. and Chang, S.W. (2008) 'Consumer-based brand equity and brand performance.', Service industries journal., 28 (4). pp. 445-461. Service industries journal is available online at: http://www.informaworld.com/smpp/ with the open URL of your article.
Record Created:04 Feb 2011 16:41
Last Modified:09 Feb 2011 14:44

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