Table 2 Items of brand equity Items of... | Emerald Publishing

Table 2

Items of brand equity

Items of brand equity
Loyalty
If I purchase or have a preference for a certain luxury brand, I am loyal to it
Perceived quality
When it comes to quality, luxury brands generally deliver on the quality they promise
Brand awareness
When I think of a certain luxury brand, I immediately remember its symbol/logo and some of the brand’s main characteristics
Brand associations
When I think of a luxury brand, I recognize that its notoriety corresponds to its value: it has quality, it is a brand that makes me want to use it, it makes me feel good and it offers good products for the price it charges

Items of brand equity
Loyalty
If I purchase or have a preference for a certain luxury brand, I am loyal to it
Perceived quality
When it comes to quality, luxury brands generally deliver on the quality they promise
Brand awareness
When I think of a certain luxury brand, I immediately remember its symbol/logo and some of the brand’s main characteristics
Brand associations
When I think of a luxury brand, I recognize that its notoriety corresponds to its value: it has quality, it is a brand that makes me want to use it, it makes me feel good and it offers good products for the price it charges

Source(s): Created and adapted by the authors’ based on Keller (1993)