Managing the consumer-based brand equity process: A cross-cultural perspective |
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Authors: | Kalliopi Chatzipanagiotou George Christodoulides Cleopatra Veloutsou |
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Institution: | 1. University of Glasgow, Adam Smith Business School, The Gilbert Scott Building, Glasgow, G12 8QQ, Scotland, UK;2. American University of Sharjah, School of Business Administration, PO Box 26666, Sharjah, United Arab Emirates |
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Abstract: | Most consumer-based brand equity (CBBE) models are linear and fail to capture the complexity of the brand equity construct and its benefits in terms of key consumer behavioral outcomes. More complex and dynamic models focusing on CBBE as a process often lack empirical support particularly from more than one country. This study builds on and extends previous research by empirically examining the configural nature of the CBBE building process cross-nationally, and by investigating differences vis-a-vis key consumer behavioral outcomes (namely, willingness to pay a price premium, brand recommendation and repurchase intention). These differences are postulated and explained through culture theory particularly the cultural dimension of individualism/collectivism. Using fuzzy-set/Qualitative Comparative Analysis (fs/QCA), survey data from Greece and Germany support the robustness of the extended CBBE model. The model shows that overall brand equity and consumer behavioral outcomes are created through the brand building, brand understanding, and brand relationship blocks, and identifies core causes and common patterns across countries providing a useful diagnostic tool for international brand management. |
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Keywords: | Brand equity Consumers Culture Price premium Recommendation Individualism/collectivism |
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