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Consumer-based brand equity and brand performance

Oliveria-Castro, J.M.; Foxall, G.R.; James, V.K.; Roberta, H.B.F.; Pohl, M.B.; Dias, B.; Chang, S.W.

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Authors

J.M. Oliveria-Castro

G.R. Foxall

V.K. James

H.B.F. Roberta

M.B. Pohl

B. Dias

S.W. Chang



Contributors

VK Wells v.k.wells@durham.ac.uk
Other

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.

Citation

Oliveria-Castro, J., Foxall, G., James, V., Roberta, H., Pohl, M., Dias, B., & Chang, S. (2008). Consumer-based brand equity and brand performance. The Service Industries Journal, 28(4), 445-461. https://doi.org/10.1080/02642060801917554

Journal Article Type Article
Publication Date May 1, 2008
Deposit Date Feb 4, 2011
Publicly Available Date Mar 28, 2024
Journal Service Industries Journal
Print ISSN 0264-2069
Electronic ISSN 1743-9507
Publisher Taylor and Francis Group
Peer Reviewed Peer Reviewed
Volume 28
Issue 4
Pages 445-461
DOI https://doi.org/10.1080/02642060801917554
Keywords Consumer behaviour, Brand equity, Brand performance, Food products, Behavioural Perspective Model, Consumer loyalty.
Public URL https://durham-repository.worktribe.com/output/1512728

Files

Accepted Journal Article (364 Kb)
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Copyright 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.




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