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Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in Taiwan, establishes four hypotheses to identify various effects of a failed brand extension in diluting the original brand’s equity. Analyzes the different effects among four types of equity‐source brands for both close and distant extensions. Equity‐source and equity level of the original brand is identified first. All components of brand equity‐source are then used to evaluate the performance of a brand extension. Finds that an unsuccessful brand extension dilutes the original brand for all three high equity‐source brands. Effects of brand dilution differ according to the type of equity source possessed by the original brand, but there is no difference in brand dilution effects from close and distant extension failures.

Brand equity is very important to marketers of consumer goods and services. Brand equity facilitates in the effectiveness of brand extensions and brand introductions. This is because consumers who trust and display loyalty toward a brand are willing to try to adopt brand extensions. While there have been methods to measure the financial value of brand equity, measurement of customer‐based brand equity has been lacking. Presents a scale to measure customer‐based brand equity. The customer‐based brand equity scale is developed based on the five underlying dimensions of brand equity: performance, value, social image, trustworthiness and commitment. In empirical tests, brands that scored higher on the customer‐based brand equity scale generally had higher prices. Discusses the implications for managers.

The purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market.

The measurement of brand equity has been a hot issue both for marketing and financial practitioners. Different attempts to measure brand equity have been made by both sides. The present study, by the use of Tobin's Q methodology, tries to measure brand equity for Greek firms in the stock market. The present study tries to adopt both a methodology related to marketing and financial literature.

Tobin's q can be a measure of brand equity for firms in the stock market. The variables which need to be examined are related to research and development but also to financial and marketing activities.

Simone and Sallivan tried to measure brand equity throughout Tobin's q. The present paper is an international attempt to measure brand equity thorough Tobin's q in Greece. Another attempt related to Simon and Sallivan's research had never been done, either in marketing or financial literature.

The conceptualization and measurement of brand equity, including its sources and outcomes, are a challenging task, particularly in a global marketplace. This paper briefly describes how PepsiCo, Inc. conceptualizes and measures brand equity across brands, countries, and over time. Special attention is given to the Equitrak^TM brand equity model developed by PepsiCo, Inc. and the global brand equity tracking methodology employed by the company in 14 countries. The paper concludes with managerial insights obtained from this effort.

Many practitioners and researchers believe that differences exist between service and product markets, which warrant different marketing practices. The branding literature, however, remains biased towards products. This is especially true in the realm of brand equity. Brand equity, however, like many of the branding concepts, has an equally important role in the service markets. For this reason, this study applied ten existing consumer based measures of brand equity to a financial services market (credit cards). The convergent and predictive validity of these measures was assessed, which in turn helped to determine whether these measures that have typically been applied in product markets can be used to capture brand equity in a service market. The results found that most measures were convergent and correlated highly with market share in the predicted direction, where market share was used as an indicator of brand equity. Brand recall and familiarity, however, were found to be the best estimators of brand equity in the credit card market.

The purpose of the paper is to determine the level of brand equity in the food industry in the Republic of Croatia, so according to this aim, research on five product categories from the food industry (coffee, chocolate, beer, milk, and carbonated soft drinks) has been conducted. Brand equity is most often defined as an added value that brands add to the products. There are two different approaches to brand equity – financial and customer‐based. With regard to used dimensions of consumer behavior, customer‐based approach can be further differentiated as cognitive and behavioral approach. A behavioral conceptualization of brand equity has been employed in this research. A telephone survey has been conducted on a sample of 495 respondents from all parts of Croatia, with proportional representation of counties in regard to population size. In order to determine brand equity, a measure of substitutability has been used. By this measure, consumers can be categorized into one of a possible six segments. According to this method, a repeat rate is a key indicator of brand equity. The brands with highest equity have been identified as an outcome of this survey.

Brand equity has been a topic of interest in consumer goods markets for many years. Several studies suggest that existing consumer‐based measures of brand equity, which have traditionally been used in the consumer goods markets, can also be used to capture brand equity in the services markets. The purpose of this research is to assess the quality dimension in consumer‐based measurers of brand equity in the context of services and to compare it with consumer goods.

A pilot and a main study were conducted. Nine different brands were tested in a consumer‐based experimental online survey. Each participant was assigned randomly to one brand.

In the consumer goods markets customer service can be considered as a marketing instrument. In the services markets customer service is a part of the perceived quality of a service.

The implication leads to the question whether existing measures of brand equity in consumer goods markets should be used without adaptation in services markets. The findings show that the consumer‐based brand equity should be measured different in these markets. Concerning the differences the findings show also that customer service can be seen as a marketing instrument in consumer goods markets and a part of the perceived service quality in services markets.

There is a lack of research in the difference of measuring brand equity between consumer goods and services. This paper explores this difference of measuring brand equity.

Presents further empirical results on the convergent and predictive ability of a selection of consumer based brand equity measures. An underlying assumption in this study was that choice was an indicator of brand equity. It is a replication and extension of work carried out by Agarwal and Rao in 1996. Their work is the only study that has attempted to consolidate existing research on consumer based brand equity. Overall, the results generally concurred with those of Agarwal and Rao. Most of the measures were found to be convergent, and to estimate choice. The results mean that managers should now have more confidence in selecting from a range of brand equity measures, many of which can be collected easily and at minimal cost. More empirical studies, however, need to be carried out in a range of different markets to assess the wider performance of these brand equity measures.

This study aims to examine the relationship between brand innovativeness, brand attitude and brand equity within the service industry. Despite the prior literature’s acknowledgement of the importance of brand innovativeness, the previous studies on its impact on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity.

This study collected the self-administered survey data of 402 respondents in the Chinese retail banking sector and employed a moderated mediation analysis to examine the research hypotheses.

Brand innovativeness positively influences brand equity, and brand attitude mediates the effect. Perceived brand ethicality strengthens the positive association between brand innovativeness and brand equity.

This study contributes to the extant brand literature by demonstrating how the positive impact of brand innovativeness transcends brand evaluation to impact overall brand equity; it also reveals the mechanism through which brand innovativeness affects brand equity. The findings advance the under-researched issue of whether consumer perceptions of a brand’s ethical conduct affect the efficacy of brand innovativeness in brand equity.

The purpose of this study is to investigate the influence of brand equity on corporate financial performance across various institutional factors in China, encompassing macro (regional economic development and product market development), meso (industry uncertainty), and micro (CEO overseas experience) levels.

Using archival data related to Chinese listed companies, this study employs standard error combined with fixed effect regression for model estimation to empirically evaluate the impact of brand equity on financial performance (Tobin’s q) and its boundary effects.

This study reveals that in China, the influence of brand equity on Tobin’s q isn’t significant. However, when considering institutional factors across various levels, its impact becomes significant. Specifically, the positive effect of brand equity on Tobin’s q in China is more pronounced in regions with higher economic or product market development, industries with high uncertainty, or when the CEO has overseas experience.

This study enriches the brand-related marketing literature in China and highlights the potential underperformance of brand equity within this context. Furthermore, this study advances the integration of resource-based view with institutional theory by combining brand equity with institutional factors at the macro-, meso-, and micro-level in China.

This study focuses on brand performance in China, the largest emerging market, emphasizing the importance of integrating brand equity with diverse institutional factors to amplify its beneficial influence on financial performance.