Customer-based brand equity for global brands: A multinational approach

ATILGAN E., AKINCI S., AKSOY Ş., Kaynak E.

Journal of Euromarketing, cilt.18, sa.2, ss.115-132, 2009 (Scopus) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 18 Sayı: 2
  • Basım Tarihi: 2009
  • Doi Numarası: 10.1080/10496480903022253
  • Dergi Adı: Journal of Euromarketing
  • Derginin Tarandığı İndeksler: Scopus, Academic Search Premier, IBZ Online, ABI/INFORM, Business Source Elite, Business Source Premier, Hospitality & Tourism Complete, Sociological abstracts
  • Sayfa Sayıları: ss.115-132
  • Anahtar Kelimeler: Brand equity, Branding and brand management, Global brands, Structural equation modeling
  • Akdeniz Üniversitesi Adresli: Evet

Özet

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.