umu.sePublikationer
Ändra sökning
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
Consumer-based brand equity and top-of-mind awareness: A cross-country analysis
Department of Marketing and International Business, Turku School of Economics at University of Turku, Turku, Finland.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet, Statistik.
Umeå universitet, Samhällsvetenskapliga fakulteten, Handelshögskolan vid Umeå universitet (USBE).
2012 (Engelska)Ingår i: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 21, nr 6, s. 439-451Artikel i tidskrift (Refereegranskat) Published
Abstract [en]

Purpose – The study focused on dimensions of consumer-based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant differences in brand recall in various product categories and different national contexts. Design/methodology/approach – This observation study explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from university students in four countries: the USA, Finland, France and Sweden. The respondents were asked about the brands of beverages, computers and cell-phones that first came into their minds, and their attitudes in relation to brand equity. Findings – It seems that the four dimensions of brand equity co-vary depending on the cultural context. The results also revealed a relationship between TOMA and the national context that was generalizable in the three product categories. Research limitations/implications – Culture as a contextual factor of consumer brand equity should be studied further. The findings should be replicated with non-student samples in other product categories and cultural contexts. SEM could be used to establish the causality and direction of the relationships between the various dimensions of culture and brand equity. Practical implications – The findings on the effect of the cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies accordingly. Originality/value – The results gave valid and reliable evidence of a relationship between the TOMA dimension of brand equity and the national cultural context.

Ort, förlag, år, upplaga, sidor
Emerald Group Publishing Limited, 2012. Vol. 21, nr 6, s. 439-451
Nyckelord [en]
Brand awareness, Brand equity, Cultural context, Memory, Top-of-mind awareness
Nationell ämneskategori
Företagsekonomi
Forskningsämne
företagsekonomi
Identifikatorer
URN: urn:nbn:se:umu:diva-80150DOI: 10.1108/10610421211264928OAI: oai:DiVA.org:umu-80150DiVA, id: diva2:647103
Tillgänglig från: 2013-09-10 Skapad: 2013-09-10 Senast uppdaterad: 2018-06-08Bibliografiskt granskad

Open Access i DiVA

Fulltext saknas i DiVA

Övriga länkar

Förlagets fulltext

Personposter BETA

Svensson, JohanVincze, Zsuzsanna

Sök vidare i DiVA

Av författaren/redaktören
Svensson, JohanVincze, Zsuzsanna
Av organisationen
StatistikHandelshögskolan vid Umeå universitet (USBE)
I samma tidskrift
Journal of Product & Brand Management
Företagsekonomi

Sök vidare utanför DiVA

GoogleGoogle Scholar

doi
urn-nbn

Altmetricpoäng

doi
urn-nbn
Totalt: 327 träffar
RefereraExporteraLänk till posten
Permanent länk

Direktlänk
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annat format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annat språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf