Customer-based brand equity for global brands: A multinational approach
Journal of Euromarketing, vol.18, no.2, pp.115-132, 2009 (Scopus)
- Publication Type: Article / Article
- Volume: 18 Issue: 2
- Publication Date: 2009
- Doi Number: 10.1080/10496480903022253
- Journal Name: Journal of Euromarketing
- Journal Indexes: Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Hospitality & Tourism Complete, Sociological abstracts
- Page Numbers: pp.115-132
- Keywords: Brand equity, Branding and brand management, Global brands, Structural equation modeling
- Akdeniz University Affiliated: Yes
Abstract
Focusing on the dimensions and measurement, this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries-USA, Turkey, and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality, brand loyalty, brand associations, and brand trust. Emergence of brand trust as a new dimension instead of brand awareness complies well with recent literature on global branding, global consumption orientation, and corporate reputation. © Taylor & Francis Group, LLC.