Consumer-based brand equity and brand performance

Article

Oliveira-Castro, J., Foxall, G., James, V., Pohl, R., Dias, M. and Chang, S. 2008. Consumer-based brand equity and brand performance. The Service Industries Journal. 28 (4), pp. 445-461. https://doi.org/10.1080/02642060801917554
TypeArticle
TitleConsumer-based brand equity and brand performance
AuthorsOliveira-Castro, J., Foxall, G., James, V., Pohl, R., Dias, M. and Chang, S.
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.

Keywordsconsumer behaviour; brand equity; brand performance; food products; Behavioural Perspective Model; consumer loyalty
PublisherTaylor & Francis (Routledge)
JournalThe Service Industries Journal
ISSN0264-2069
Electronic1743-9507
Publication dates
PrintMay 2008
Online26 Jun 2008
Publication process dates
Deposited22 Aug 2023
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.1080/02642060801917554
Web of Science identifierWOS:000257147900002
LanguageEnglish
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