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

Main Authors:	George Christodoulides, John Cadogan, Cleopatra Veloutsou
Format:	Default Article
Published:	2015
Subjects:	Other commerce, management, tourism and services not elsewhere classified Aaker Associations Awareness Consumer-based brand equity Cross-national Loyalty Perceived quality Business and Management not elsewhere classified
Online Access:	https://hdl.handle.net/2134/17712
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