Determinants of the brand equity : A verification approach in the beverage industry in Turkey (original) (raw)
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It is well-established that consumer-based brand equity is one of the main indicators of brand success and one of the most important intangible assets for organisations. However, there is very little agreement on its constituent dimensions. A review of the pertinent literature has moreover identified that most of the research originates from the US and there has been little research with practitioners to gain insights into their views of appropriate measures of brand equity. Fifteen semi-structured interviews were conducted with senior brand consultants and managers in UK, Germany and Greece. The findings suggest four categories of measures namely consumers' understanding of brand characteristics; consumers' brand evaluation; consumers' feelings about the brand; and finally consumer's behaviour towards the brand.
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International Journal of Market Research, 2010
Although there is a large body of research on brand equity, little in terms of a literature review has been published on this since paper. To address this gap, this paper brings together the scattered literature on consumer based brand equity's conceptualization and measurement. Measures of consumer based brand equity are classified as either direct or indirect. Indirect measures assess consumer based brand equity through its demonstrable dimensions and are superior from a diagnostic level. The paper concludes with directions for future research and managerial pointers for setting up a brand equity measurement system.
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This paper explores the concept of consumerbased brand equity and its relevance in today’s environment. In doing so, we extend the previously used dimensions of brand awareness, image, perceived quality, and loyalty to include the dimension of brand relationship. By conducting an empirical study with brand users in Slovenia, we confirm that brand relationships play a role in brand equity studies and should be considered in further research. Consequently, we argue that brand equity should be theoretically treated as a dynamic concept, where the static evaluation of the consumer’s role is extended to include dynamic co-creation. A practical implication of our findings is that brand managers need to take a more proactive role in forming brand equity and its evaluation.