J.M. Oliveria-Castro
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.
Authors
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 |
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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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