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ABSTRACT Focusing on the dimensions and measurement, this study is based on the concept of brand equity for global brands with empirical evidence from three economically and culturally dissimilar countries—USA, Turkey, and Russia. The brand equity for global brands can be measured under four basic dimensions: perceived quality, brand loyalty, brand associations, and brand trust. Emergence of brand trust as a new dimension instead of brand awareness complies well with recent literature on global branding, global consumption orientation, and corporate reputation. KEYWORDS: Branding and brand managementstructural equation modelingbrand equityglobal brands
Atilgan et al. (Sat,) studied this question.