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The purpose of this paper is to attempt to bridge a gap in literature by defining and operationalizing specific brand equity constructs, and testing the relationships between customer‐based brand equity and brand market performance. Current literature has focused on building and conceptualizing brand equity, there is no consensus on how it should be measured and what constructs should be included in the measurement process.

This study was conducted in two phases: a consumer‐level analysis; and a brand‐level analysis. A total of 6,410 observations have been identified (sample size consists of 5,598 usable observations). The second phase involved analyzing the data at the aggregate brand level. Analysis included testing hypotheses on the correlations between customer‐based brand equity constructs and brand market performance. finally, detailed market and country‐of‐origin analyses are presented for managerial considerations.

Results from the consumer dataset have been averaged by brand (a total of 17 brands covering 76 percent and 75 percent of market shares in both economy and luxury markets). At the consumer‐level, structural equation modeling was conducted to test research hypotheses. Results varied according to consumer usage. Attitudinal loyalty and satisfaction were found the strongest predictors of brand preference and intention to purchase. At the aggregate brand level, correlation analyses supported the hypothesis that customer‐based brand equity constructs are correlated with brand market performance.

Analyses at the consumer and brand levels revealed interesting results about the US automotive market and suggested important managerial considerations. Specific recommendations are offered in order to help companies prioritize their resource utilization and improve their performance in the market.

This study offers a new model that links customer‐based brand equity with brand market performance. It advances both academic and practical findings, and opens the door for new streams of research that link academic models with practical applications. It advances specific practical recommendations to companies and at the same time offers a reliable and valid academic model that could be applied on other industries and countries.

There is a growing interest in brand formation and brand valuation among global firms today, but global marketers typically ignore one of the key factors of brand building – corporation ability association (CAA). This paper aims to explore the structural relationship between CAA and consumer‐based brand equity variables and its product‐market outcomes.

Utilizing Aaker and Keller's theoretical framework of brand equity, this paper develops a brand equity model combining customer‐based brand equity with product‐market outcome approaches. A set of scales are developed and tested on a national sample of Chinese consumers.

The data provide support for ten of the 12 hypotheses. The results indicate that CAA is an important factor in building and preserving brand equity. CAA and brand awareness have impact on quality perception, which has positive impact on brand resonance, brand extensibility, and price flexibility. Brand resonance has positive influence on brand extensibility and the intention to repurchase.

For global marketers operating in China, brand equity is a cultural market‐based asset and global companies must focus on building corporation ability association in China in order to enjoy the substantial competitive and economic advantages provided by brand equity. Theoretically, the proposed brand equity model is an extension of the model proposed by Keller.

For the first time, CAA is integrated into fhe brand equity model. This may provide a theoretical base for further research in the endorsement role of company ability in brand equity building.

The paper aims to refine existing customer‐based brand equity models for the team sport industry and examine the importance of brand equity in the professional German soccer league Bundesliga.

After assessing brand equity on the basis of actual consumer responses, we relate the brand equity measure on an aggregate level to objective means of economic success. Online sampling with a total database of 1,594 usable questionnaires is utilized for analysis. Exploratory and confirmatory factor analyses (including multi‐group analysis) as well as structural equation modeling and regression analysis are applied.

Results highlight the adequacy of a parsimonious brand equity model in team sport (BETS) model and the importance of the brand in team sport for economic success.

The main limitations of this research are sample constraints; test persons are highly involved in and knowledgeable about the product category under research. Future research should address a more diverse population.

Teams and their management have to realize the relevance of their brand in economic success. They have to recognize the significance of the stadium visit and the individual spectators in the stadium.

First, a parsimonious BETS model is presented. Second, it was found that special attention should be devoted to the brand equity‐component “brand awareness” when researching brand equity. Third, this is one of the few studies that uses actual economic data to show the impact of brand equity based on direct consumer responses on company success.

The purpose of this paper is to empirically test the impact of perceived information and communication technology (ICT) on creation of brand equity within service firms, more specifically upscale hotels. The relationships between ICT and three brand equity dimensions, i.e. brand image, perceived quality, and brand loyalty are examined.

The empirical research was conducted in 20 upscale hotels in Rome-Italy, collecting data from 335 guests.

Advanced ICT directly influences perceived quality and image, while the impact of ICT on loyalty is mediated by perceived quality. Additionally, positive and significant relationships are found between the three brand equity dimensions.

The lack of significance of ICT impact on loyalty needs further attention. Future studies could center on this specific relationship, examining whether hotel companies that implement technology efficiently are able to deal with loyalty.

Managers are encouraged to invest in advanced technologies as their adoption and subsequent perception among guests can shape brand image and perceived service quality, thus influencing brand equity from the consumer perspective.

The contributions of this paper are fourfold. First, the ICT and customer-based brand equity concepts are studied together in the hotel context. Second, the inter-relationship among the three brand equity dimensions is analyzed. Third, the model is tested from the guest perceptive, as customers themselves can provide the most valuable inputs for business strategies. Finally, the work contributes to the service field by providing an empirical evidence on the potential and impact of advanced technology.

This study seeks to examine the practicality and applications of a customer‐based brand equity model in the Chinese sportswear market.

Based on Aaker's well‐known conceptual framework of brand equity, this study employed structural equation modeling to investigate the causal relationships among the four dimensions of brand equity and overall brand equity in the sportswear industry. The present study used a sample of 304 actual consumers from China's two largest cities, Beijing and Shanghai.

The findings conclude that brand association and brand loyalty are influential dimensions of brand equity. Weak support was found for the perceived quality and brand awareness dimensions.

Future research needs to be done if the results are to be expanded into other regional Chinese markets in light of the significant gaps between different regions. Further research also could strengthen this analysis by adding performance measurement into the model.

The paper shows that sportswear brand managers and marketing planners should consider the relative importance of brand equity in their overall brand equity evaluation, and should concentrate their efforts primarily on building brand loyalty and image.

This study contributes to the scant literature testing the applicability of consumer‐based brand equity in the sportswear industry. Since China is the world's fastest‐growing market for sportswear products, this study also provides important insights about the understanding of Chinese consumers' perceptions of overall brand equity and its dimensions.

This paper seeks to develop a framework for understanding what drives customer‐based brand equity and price premium for grocery products.

The paper reviews empirical studies made within the area of brand equity and studies of grocery products. It compares and analyses the results from an explorative and qualitative field study with previous research on brand equity and food quality.

The study finds that brand equity and price premium focusing on the grocery sector specifically highlights the role of uniqueness, together with the four traditionally basic dimensions of brand equity proposed: awareness, qualities, associations and loyalty. Relevant brand associations (origin, health, environment/animal friendliness, organisational associations and social image), and quality attributes (taste, odour, consistency/texture, appearance, function, packaging and ingredients) specific to groceries are identified and proposed for future measurement scales and model validating research.

The development of a customer‐based brand equity model, that adds awareness, associations and loyalty to previous discussions on price and quality, brings to the table a more nuanced and multi‐faced tool for marketing of consumer packaged food.

The paper provides a framework for understanding, evaluating, measuring and managing brand equity for grocery products. As this paper presents the first conceptual brand equity framework for groceries, there is a contribution to research on food branding. Also, there is a contribution to the general field of brand equity as previous models have been very general.

The purpose of this paper is to: distinguish between financial brand equity and perceptual brand equity; distinguish among different stakeholder perspectives on customer-based brand equity, consumer-based brand equity (CBBE) (consumer, customer, employee and resident); contrast the original definitions and measures of CBBE by Aaker and Keller; identify the deviations from the original conceptualizations and measures of CBBE by Aaker and Keller; discuss the evolution of the most commonly used CBBE components; analyze the structural relations of the most common CBBE components and generate conceptual, structural, relational and methodological suggestions for future research.

This critical review conducted a narrative analysis of the perceptual brand equity literature (CBBE) by inventorying about 200 empirical and conceptual CBBE studies in several different contexts. Studies that included CBBE, brand equity, customer-based brand equity and consumer-based brand equity were included in this review. Only 87 representative studies that either conceptually defined or empirically measured CBBE and its components were included in the deep analysis.

The review revealed that the literature is divergent in terms of CBBE components or structural relations among components in any context including tourism and hospitality. Even though about 40 different CBBE components exist in different contexts, the totality of the CBBE literature reflects a consensus on five components of CBBE, brand familiarity/brand awareness, brand image/brand associations, perceived quality, consumer value and brand loyalty, all of which collectively define the total meanings of a brand from consumer/customer perspective.

Keeping these five components intact, this study suggests a concise CBBE definition, conceptual clarifications for these components, a model reflecting their structural relations and a framework of parsimonious measures. The study makes future research recommendations in terms of using uniform CBBE components, measures and relational structure among components, identifying the relationship between CBBE and financial-based brand equity and comparing different stakeholder perspectives on CBBE in future research.

With these observations and suggestions, this critical review provides a guideline for more robust theory development of the CBBE construct. Additionally, it offers a parsimonious and practical CBBE blueprint for the practitioners who include CBBE as a strategic market metric in their marketing and research plans. Furthermore, it suggests standardization in CBBE research to enable systematic reviews with meta-analysis of the CBBE literature in the future. Using standard components, measures and relational models in CBBE research, as was suggested in this study, would allow meta-analysis for a meaningful comparison of results between different brands, products and even industries.

This research study aims to examine the practicality and application of a customer‐based brand equity model, based on Aaker's well‐known conceptual framework of brand equity.

The study employed structural equation modelling to investigate the causal relationships between the dimensions of brand equity and brand equity itself. It specifically measured the way in which consumers’ perceptions of the dimensions of brand equity affected the overall brand equity evaluations. Data were collected from a sample of university students in Turkey.

The study concludes that brand loyalty is the most influential dimension of brand equity. Weak support is found for the brand awareness and perceived quality dimensions.

While it is acknowledged that student samples are normally an unreliable basis for conclusions and predictions to be applied to consumers in general, it is considered that they were an appropriate group for this study, given that the subject was beverages.

Implications for brand managers and marketing planners are discussed. Marketing managers should consider the relative importance of brand equity dimensions in their overall brand equity evaluations.

Branding plays an important role in contemporary marketing, and is the focus of much literature, both academic and professional. This study contributes to the body of knowledge.

A strong brand is among the most valuable intangible assets for any company. This paper aims to provide empirical evidence of a brand equity model and illustrates the application of the model on a Danish bank.

The conceptual model is founded on a customer‐based approach to brand equity. The model links customer‐brand relationships to rational and emotional brand responses, which are in turn linked to six drivers including product quality and service quality. The conceptual model is operationalized by a structural equation model with latent variables and a measurement system. To validate, the model surveys were conducted for four brands in three industries, and the paper presents results from 351 interviews with customers of the largest Danish retail bank. The model is estimated and tested by using partial least squares.

A high level of explanatory power is obtained, and the results indicate strong support for the proposed model. The estimated model gives performance indexes for each variable in the model and impact scores for the relationships between the variables. The findings are discussed and a brand equity map is developed.

The study in this paper is limited to one brand in the banking sector. However, the model and the measurement system are generic and should be applicable to all types of brands and industries.

The paper provides a model to understand brand equity building. The proposed brand equity map depicting impact versus performance of brand equity drivers may support the brand strategy development process.

The paper provides a brand equity model, which is based on state‐of‐the‐art thinking within branding and includes both rational and emotional brand responses. The model has been applied in practice with good results, and the proposed brand equity map is useful in assessing and developing a brand's strength.

This paper aims to measure customer-based brand equity in the context of hotels, and to develop and empirically validate a new scale, named guest-based hotel equity (GBHE), by incorporating the customer perceived value of hotels as a multidimensional construct in addition to its traditional dimensions (i.e. brand awareness and brand image).

A structured and self-administered survey was used, targeting 348 hotel guests who were surveyed about their experience with the last hotel they had stayed in during the previous year. Exploratory and confirmatory factor analyses were used to assess the research constructs dimensions, unidimensionality, convergent and discriminant validity and composite reliability.

The empirical findings indicate that GBHE is a multidimensional construct with nine dimensions, namely, hotel awareness, hotel overall image and seven dimensions of customer perceived value (i.e. the values of price, quality, self-gratification, aesthetics, prestige, transaction and hedonism). The new scale is found to have excellent psychometric properties; it has demonstrated its predictive power on behavioral intentions.

Although the authors believe that the sample size was reasonable and adequate for conducting CFA analysis, a bigger sample would be better and might increase the robustness of the proposed scale. In addition, to avoid the retrieval failure problem, hotel guests should be surveyed just after their stay in the hotel or not long afterwards. Further, the hotel classification or hotel star rating was not considered in developing and validating the GBHE scale.

The findings of this study provide hotel managers with a new tool to use in assessing the experiential value of the hotel brand equity, other than conventional hotel awareness and brand image. Further, using the multidimensional construct of perceived value provides hotel managers with more insights into what aspects of hotel brand equity they should focus on to influence the behavioral intentions of their guests.

The originality of this research is highlighted in several points. First, it develops and empirically validates a new scale to measure customer-based brand equity in the hotel context, that is, GBHE. Second, it incorporates the customer perceived value of hotels not as a unidimensional construct that is concerned only with cost, but as a multi-dimensional construct which includes in the GBHE scale dimensions that are both cognitive (i.e. of price and quality) and affective (i.e. of self-gratification, aesthetics, prestige, transaction and hedonism) in addition to its traditional dimensions (i.e. brand awareness and brand image). Third, it assesses the predictive power and relative importance of the GBHE dimensions for behavioral intentions (i.e. loyalty to hotels). Finally, no research has been done so far on the brand equity of hotels in the United Arab Emirates (UAE), although it is considered a fertile soil for tourism in the Arabian region.