No abstract

No abstract

She holds a PhD in Business Administration. She has been a Visiting Scholar at Aston Business School and Birmingham Business School, England. Isabel is a member of the research group Generes recognised by the Government of Aragon. She has published research papers in both local and international journals. She has attended and presented research papers to national and international conferences.

No abstract

Purpose-The purpose of this paper is to propose and test a model to better understand brand equity. It seeks to investigate the effects of this construct on consumers' responses using data from two European countries. Design/methodology/approach-Hypotheses were tested using structural equation modeling (SEM). Measurement invariance and stability of the model across the two national samples was assessed using multigroup confirmatory factor analysis. Findings-Results indicate that brand equity dimensions interrelate. Brand awareness positively impacts perceived quality and brand associations. Brand loyalty is mainly influenced by brand associations. Finally, perceived quality, brand associations and brand loyalty are the main drivers of overall brand equity. Findings also corroborate the positive impact of brand equity on consumers' responses. In addition, the general framework proposed is found to be empirically robust across the studied countries. Only a few differences are observed. Research limitations/implications-A limited set of product categories, brands and countries were used. Practical implications-Findings provide useful guidelines for brand equity management. Managers can complement financial metrics with consumer-based brand equity measures to track brand performance over time and to benchmark against other brands. Building brand equity generates more value for corporations since a more favourable consumer response results from positive brand equity. Originality/value-This study contributes to the scarce international brand equity literature by testing the proposed model using data from a sample of consumers in two European countries. It also enriches the brand equity literature by empirically examining the relationships among consumer-based brand equity dimensions and its effects on consumers' responses.

Purpose -This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach -Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings -The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores.Research limitations/implications -Future research could examine the cross-national generalisability of the brand equity scale using other countries' products and services. Practical implications -Given that the brand equity scale is invariant across countries, researchers and international marketing managers can use this instrument to measure and manage brand equity across countries. This is suitable for testing theoretical and conceptual relationships in different national settings and allows managers to design and implement efficient international brand strategies. Originality/value -The study contributes to the scarce literature testing the cross-national applicability of consumer-based brand equity. Furthermore, the research enhances consumer-based brand equity measurement by using a non-student sample and including a different type of brand associations and multi-item measures for all the brand equity dimensions.

No abstract

No abstract