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

Eda Atilgan, Serkan Akinci, Safak Aksoy, Erdener Kaynak

Research output: Contribution to journalArticlepeer-review

34 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)115-132
Number of pages18
JournalJournal of Euromarketing
Volume18
Issue number2
DOIs
StatePublished - Dec 1 2009

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Marketing

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