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.
All Science Journal Classification (ASJC) codes
- Geography, Planning and Development