Consumer-Based Brand Equity: A Cross-Cultural Perspective

The concept of brand equity has been debated for many years but there is no consensus as to what it means, what it comprises, and how it is measured. This paper adopts the perspective that brand equity is context-specific and investigates its conceptualization from a cross-cultural perspective, with the use of a standardized questionnaire administered in four distinct cultures. The findings suggest a seven-dimensional construct. Inherent differences exist, however, between the respondents of the different cultures as to the strength and composition of each dimension. Further, the paper establishes the positive effect of brand equity on purchase decisions.