IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v28y2008i4p445-461.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642060801917554
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642060801917554?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    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. 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.
    4. Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chaudhuri, Arjun & Ligas, Mark, 2009. "Consequences of Value in Retail Markets," Journal of Retailing, Elsevier, vol. 85(3), pages 406-419.
    2. Jorge M. Oliveira-Castro & Gordon R. Foxall & Victoria K. James, 2008. "Individual differences in price responsiveness within and across food brands," The Service Industries Journal, Taylor & Francis Journals, vol. 28(6), pages 733-753, July.
    3. 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.
    4. Dutta, Sujay & Pullig, Chris, 2011. "Effectiveness of corporate responses to brand crises: The role of crisis type and response strategies," Journal of Business Research, Elsevier, vol. 64(12), pages 1281-1287.
    5. Wang, Luming & Finn, Adam, 2014. "A psychometric theory that measures up to marketing reality: An adapted Many Faceted IRT model," Australasian marketing journal, Elsevier, vol. 22(2), pages 93-102.
    6. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    7. Zheng Shen, 2023. "Mining sustainable fashion e-commerce: social media texts and consumer behaviors," Electronic Commerce Research, Springer, vol. 23(2), pages 949-971, June.
    8. Shir-Way Siew & Michael S. Minor & Reto Felix, 2018. "The influence of perceived strength of brand origin on willingness to pay more for luxury goods," Journal of Brand Management, Palgrave Macmillan, vol. 25(6), pages 591-605, November.
    9. Xuan Gong & Yunchan Zhu & Rizwan Ali & Ruijin Guo, 2019. "Capturing Associations and Sustainable Competitiveness of Brands from Social Tags," Sustainability, MDPI, vol. 11(6), pages 1-20, March.
    10. Huynh, Cong Minh & Nguyen, Phan Kim Han, 2024. "Factors Influencing Customers’ Loyalty: An Empirical Study for the Milk Industry in Vietnam," MPRA Paper 120346, University Library of Munich, Germany.
    11. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    12. Chao-Hung Wang & Li-Chang Hsu & Shyh-Rong Fang, 2009. "Constructing a relationship-based brand equity model," Service Business, Springer;Pan-Pacific Business Association, vol. 3(3), pages 275-292, September.
    13. Yoon-Na Cho, 2015. "Different Shades of Green Consciousness: The Interplay of Sustainability Labeling and Environmental Impact on Product Evaluations," Journal of Business Ethics, Springer, vol. 128(1), pages 73-82, April.
    14. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    15. Kuppelwieser, Volker G. & Klaus, Phil & Manthiou, Aikaterini & Boujena, Othman, 2019. "Consumer responses to planned obsolescence," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 157-165.
    16. Badrinarayanan, Vishag & Becerra, Enrique P., 2019. "Shoppers’ attachment with retail stores: Antecedents and impact on patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 371-378.
    17. Muhammad Waqar Rana & Faisal Mustafa & Muhammad Umer Quddoos & Rab Nawaz Lodhi, 2021. "How Brand Jealousy is an Antidote for Premium to Pay More in the Presence of Materialism and Brand Attachment?," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(1), pages 35-45, june.
    18. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Raffaele Filieri & Zhibin Lin & Simona D’Antone & Elena Chatzopoulou, 2019. "A cultural approach to brand equity: the role of brand mianzi and brand popularity in China," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 376-394, July.
    20. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:28:y:2008:i:4:p:445-461. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.