Consumer-based brand equity: benchmarking the perceived performance of brands
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/16383 |
Resumo: | Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consumer-based brand equity, thus revealing patterns for benchmarking. Specifically, the research detected the most differentiating metrics, validating a general indicator, showing the performance patterns, and comparing international with national brands.Method: In a cross-sectional study, 1,710 consumers evaluated six metrics of a consumer-based brand equity scale (awareness, associated image, perceived quality, loyalty, willingness to pay a premium price, and exclusivity) revalidated using confirmatory factor analysis. The study used 61 brands of 11 products and services to measure performance with univariate and multivariate analyses of variance.Results: The results for the consumers show that: (1) brands varied more strongly in the awareness and perceived quality metrics, (2) few brands exceed one standard deviation above the category’s average performance, (3) some categories do not have brands that exceed one standard deviation above the category’s average performance, and (4) international brands are generally perceived as having greater value than national brands.Theoretical/methodological contributions: The research gauges brand performance in the absence of accounting and market indicators using a research instrument. Relevance/Originality: The article offers the factorial revalidation of a consumer-based brand equity scale and a benchmark of perceived brand performance using that scale. Implications for management: The research helps in setting goals in marketing and their monitoring. |
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Consumer-based brand equity: benchmarking the perceived performance of brandsBrand performance; Brand equity; Benchmark; Goal settingObjective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consumer-based brand equity, thus revealing patterns for benchmarking. Specifically, the research detected the most differentiating metrics, validating a general indicator, showing the performance patterns, and comparing international with national brands.Method: In a cross-sectional study, 1,710 consumers evaluated six metrics of a consumer-based brand equity scale (awareness, associated image, perceived quality, loyalty, willingness to pay a premium price, and exclusivity) revalidated using confirmatory factor analysis. The study used 61 brands of 11 products and services to measure performance with univariate and multivariate analyses of variance.Results: The results for the consumers show that: (1) brands varied more strongly in the awareness and perceived quality metrics, (2) few brands exceed one standard deviation above the category’s average performance, (3) some categories do not have brands that exceed one standard deviation above the category’s average performance, and (4) international brands are generally perceived as having greater value than national brands.Theoretical/methodological contributions: The research gauges brand performance in the absence of accounting and market indicators using a research instrument. Relevance/Originality: The article offers the factorial revalidation of a consumer-based brand equity scale and a benchmark of perceived brand performance using that scale. Implications for management: The research helps in setting goals in marketing and their monitoring. Universidade Nove de Julho - UninovePorto, Rafael Barreiros2019-10-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1638310.5585/remark.v18i4.16383ReMark - Revista Brasileira de Marketing; v. 18, n. 4 (2019): (out./dez.); 51-742177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/16383/8049Direitos autorais 2019 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2022-01-18T17:57:52Zoai:https://periodicos.uninove.br:article/16383Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2022-01-18T17:57:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Consumer-based brand equity: benchmarking the perceived performance of brands |
title |
Consumer-based brand equity: benchmarking the perceived performance of brands |
spellingShingle |
Consumer-based brand equity: benchmarking the perceived performance of brands Porto, Rafael Barreiros Brand performance; Brand equity; Benchmark; Goal setting |
title_short |
Consumer-based brand equity: benchmarking the perceived performance of brands |
title_full |
Consumer-based brand equity: benchmarking the perceived performance of brands |
title_fullStr |
Consumer-based brand equity: benchmarking the perceived performance of brands |
title_full_unstemmed |
Consumer-based brand equity: benchmarking the perceived performance of brands |
title_sort |
Consumer-based brand equity: benchmarking the perceived performance of brands |
author |
Porto, Rafael Barreiros |
author_facet |
Porto, Rafael Barreiros |
author_role |
author |
dc.contributor.none.fl_str_mv |
|
dc.contributor.author.fl_str_mv |
Porto, Rafael Barreiros |
dc.subject.por.fl_str_mv |
Brand performance; Brand equity; Benchmark; Goal setting |
topic |
Brand performance; Brand equity; Benchmark; Goal setting |
description |
Objective: Competitive performance between brands can be gauged by perceptual consumer indicators. The lack of a reference regarding this performance can hinder the establishment of real goals by marketing managers. This study aimed to compare product and service brand performance measured by consumer-based brand equity, thus revealing patterns for benchmarking. Specifically, the research detected the most differentiating metrics, validating a general indicator, showing the performance patterns, and comparing international with national brands.Method: In a cross-sectional study, 1,710 consumers evaluated six metrics of a consumer-based brand equity scale (awareness, associated image, perceived quality, loyalty, willingness to pay a premium price, and exclusivity) revalidated using confirmatory factor analysis. The study used 61 brands of 11 products and services to measure performance with univariate and multivariate analyses of variance.Results: The results for the consumers show that: (1) brands varied more strongly in the awareness and perceived quality metrics, (2) few brands exceed one standard deviation above the category’s average performance, (3) some categories do not have brands that exceed one standard deviation above the category’s average performance, and (4) international brands are generally perceived as having greater value than national brands.Theoretical/methodological contributions: The research gauges brand performance in the absence of accounting and market indicators using a research instrument. Relevance/Originality: The article offers the factorial revalidation of a consumer-based brand equity scale and a benchmark of perceived brand performance using that scale. Implications for management: The research helps in setting goals in marketing and their monitoring. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-01 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/16383 10.5585/remark.v18i4.16383 |
url |
https://periodicos.uninove.br/remark/article/view/16383 |
identifier_str_mv |
10.5585/remark.v18i4.16383 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/16383/8049 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 18, n. 4 (2019): (out./dez.); 51-74 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138642106515456 |