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

Abstract

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-à-vis the measurement of brand assets across countries.

Design/methodology/approach

Cross-category data was collected through a survey over a period of two months from a representative sample of consumers in three European countries (n=1,829), the UK (n=605), Germany (n=600) and Greece (n=624).

Findings

The findings suggest that Aaker’s dimensions of consumer-based brand equity cannot be clearly separated. More specifically the dimensions of brand awareness, brand associations and brand loyalty could not be always clearly discriminated in all national contexts.

Originality/value

The paper contributes to the limited amount of cross-national research on brand equity by assessing the most widely used conceptualization of consumer-based brand equity. Contrary to previous research, this study has used data from real consumers who evaluated a range of brands across product categories (including goods, services and internet).

Citation

Christodoulides, G., Cadogan, J.W. and Veloutsou, C. (2015), "Consumer-based brand equity measurement: lessons learned from an international study", International Marketing Review, Vol. 32 No. 3/4, pp. 307-328. https://doi.org/10.1108/IMR-10-2013-0242