Consumer-based brand equity measurement: lessons learned from an international study

Purpose – The purpose of this paper is to examine the performance of Aaker’s dominant conceptualization of consumer-based brand equity (brand awareness, brand associations, perceived quality and brand loyalty) in a multi-national and multi-sector European context and highlights important lessons vis...

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Bibliographic Details
Published in:International marketing review 2015-05, Vol.32 (3/4), p.307-328
Main Authors: Christodoulides, George, Cadogan, John W, Veloutsou, Cleopatra
Format: Article
Language:English
Subjects:
Brand equity
Brand loyalty
Brand names
Consumer behavior
Consumers
Intangible assets
International marketing
Literature reviews
Marketing
Researchers
Studies
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