To read this content please select one of the options below:

A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe

Cleopatra Veloutsou (Adam Smith Business School, University of Glasgow, Glasgow, UK)
George Christodoulides (Clore Management Centre, Birkbeck, University of London, London, UK)
Leslie de Chernatony (Aston Business School, Birmingham, UK, and Università della Svizzera italiana, Lugano, Switzerland)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 24 May 2013

3374

Abstract

Purpose

The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece.

Design/methodology/approach

Data were collected from semi‐structured interviews with senior brand consultants and managers, five in the UK, five in Germany and five in Greece.

Findings

The findings suggested four categories of measures which can be used to define brand equity. These are the consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' affective response towards the brand; and consumers' behaviour towards the brand. Specific dimensions are identified as indicators of each category.

Research limitations/implications

Although the focus of this study is Europe, data were only collected from the UK, Germany and Greece, countries representing three of the five European cultural clusters. The resultant taxonomy adds to the fragmented literature on brand equity measurement by proposing four categories to gauge brand equity.

Practical implications

The suggested taxonomy provides indicators of a framework managers could use when assessing brand equity.

Originality/value

There is little agreement on what constitutes brand equity and therefore measures of brand equity are fragmented. To date, the views of practicing managers have not been taken into account in research. This paper draws on the views of practitioners and academics to suggest a taxonomy of categories of measures for brand equity.

Keywords

Citation

Veloutsou, C., Christodoulides, G. and de Chernatony, L. (2013), "A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe", Journal of Product & Brand Management, Vol. 22 No. 3, pp. 238-248. https://doi.org/10.1108/JPBM-02-2013-0256

Publisher

:

Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

Related articles