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Keywords: Consumer-based brand equity
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Journal Articles
Brand skill: linking brand functionality with consumer-based brand equity
Available to Purchase
Journal of Product & Brand Management (2017) 26 (5): 477–491.
Published: 21 August 2017
...Mayoor Mohan; Fernando R. Jiménez; Brian P. Brown; Caley Cantrell Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey...
Journal Articles
Linking user experience and consumer-based brand equity: the moderating role of consumer expertise and lifestyle
Available to Purchase
Journal of Product & Brand Management (2014) 23 (4-5): 333–348.
Published: 18 August 2014
...Abhishek Mishra; Satya Bhushan Dash; Dianne Cyr Purpose – The study aims to explore the buildup of consumer-based brand equity (CBBE) from positive derived experiences. Rewarding experiences with products make a user feel good about their decision to buy and use them. Those feelings get accrued...
Journal Articles
A taxonomy of measures for consumer‐based brand equity: drawing on the views of managers in Europe
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Journal of Product & Brand Management (2013) 22 (3): 238–248.
Published: 24 May 2013
...Cleopatra Veloutsou; George Christodoulides; Leslie de Chernatony Purpose The purpose of this paper is to identify the components of consumer‐based brand equity from the perspective of experts in brand management in the UK, Germany and Greece. Design/methodology/approach Data were collected...
