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Consumer-based brand equity and brand performance

Author

Listed:
  • Jorge M. Oliveira-Castro
  • Gordon R. Foxall
  • Victoria K. James
  • Roberta H.B.F. Pohl
  • Moema B. Dias
  • Shing W. Chang

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.

Suggested Citation

  • Jorge M. Oliveira-Castro & Gordon R. Foxall & Victoria K. James & Roberta H.B.F. Pohl & Moema B. Dias & Shing W. Chang, 2008. "Consumer-based brand equity and brand performance," The Service Industries Journal, Taylor & Francis Journals, vol. 28(4), pages 445-461, May.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:4:p:445-461
    DOI: 10.1080/02642060801917554
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    References listed on IDEAS

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    1. Oliveira-Castro, Jorge M., 2003. "Effects of base price upon search behavior of consumers in a supermarket: An operant analysis," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 637-652, October.
    2. Gordon R. Foxall, 1999. "The substitutability of brands," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 20(5), pages 241-257.
    3. Jorge M. Oliveira-Castro & Gordon R. Foxall & Teresa C. Schrezenmaier, 2005. "Patterns of consumer response to retail price differentials," The Service Industries Journal, Taylor & Francis Journals, vol. 25(3), pages 309-335, April.
    4. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
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    Cited by:

    1. Jui-Ying Hung & Feng-Li Lin & Wen-Goang Yang, 2012. "Developing Experience-Based Luxury Brand Equity In The Luxury Resorts Hotel Industry," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 6(4), pages 45-58.
    2. Rafael Barreiros Porto & Talyta da Silva Soyer, 2018. "Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 606-623, November.
    3. Yang, Deli & Sonmez, Mahmut (Maho) & Li, Qinghai & Duan, Yibing, 2015. "The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective," International Business Review, Elsevier, vol. 24(1), pages 11-22.
    4. Mohammad Aghaei, 2021. "Valuation of the Hamrah-e-Aval brand based on brand valuation models using Topsis multi-criteria decision-making model," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 20(1), pages 42-53, February.
    5. Vikas Gautam & Mukund Kumar, 2012. "An Empirical Investigation to Analyze the Brand Equity and Resonance of Banking Services: Evidence from India," Management, University of Primorska, Faculty of Management Koper, vol. 7(1), pages 3-16.
    6. Adrian BRUNELLO, 2014. "Customer-Based Brand Equity – An Innovative Approach," THE YEARBOOK OF THE "GH. ZANE" INSTITUTE OF ECONOMIC RESEARCHES, Gheorghe Zane Institute for Economic and Social Research ( from THE ROMANIAN ACADEMY, JASSY BRANCH), vol. 23(1), pages 73-81.
    7. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
    8. Foxall, Gordon R. & Yan, Ji & Oliveira-Castro, Jorge M. & Wells, Victoria K., 2013. "Brand-related and situational influences on demand elasticity," Journal of Business Research, Elsevier, vol. 66(1), pages 73-81.
    9. Rafael Barreiros Porto & Jorge Mendes de Oliveira-Castro & Diogo Conque Seco-Ferreira, 2010. "What consumers say and do: planned and actual amounts bought in relation to brand benefits," The Service Industries Journal, Taylor & Francis Journals, vol. 31(15), pages 2559-2570, September.
    10. Rafael Barreiros Porto & Nolah Schutte da Rocha Lima, 2015. "Nonlinear Impact of the Marketing Mix on Brand Sales Performance," Brazilian Business Review, Fucape Business School, vol. 12(5), pages 57-77, September.

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