Brand Equity Models
Cross-National Brand Equity
Another challenge related to CBBE content is about applying marketing theories in cross-national, multi-sector settings. Brand equity is conceptualised as a multi-dimensional concept and despite the considerable interest in the concept of brand equity and its measurement, there have been few attempts at its cross-national validation and only little research exists on the role of CBBE in international marketing using consumer data and most of empirical researches on brand equity have focused largely on single country data, particularly from the USA. There is a summary of cross-national brand equity (see table 2) brand equity model
Table 2: Studies of brand equity with international samples
| Paper | Product or service categories | Conceptualization of brand equity | Sample | Sample size |
| Yoo and Donthu, (2001) | Preselected brands of athletic shoes, film and colour TV sets | Aaker's resulting dimensions: Brand Loyalty, Perceived Quality, Awareness/associations | Undergraduate Students | USA – 196; South Korea – 218 |
| Hsieh, (2004) | Preselected brands of automobiles | Data from a data set owned by MORPACE International, a multi-national research firm with measures for: Brand recognition, Brand attachment, Market size | General public Living in various cities of different countries | From 44 to 189 in each country, a total of 2828 respondents |
| Buil et al. (2008) | Preselected brands of soft drinks, sportswear, cars and consumer electronics | Aaker's Dimensions: Brand awareness, Perceived quality, Brand loyalty, Brand associations: perceived value, brand personality, Organization | Birmingham (UK), Zaragoza (Spain), quota sampling | UK– 411, Spain -411 |
| Jung and Sung, (2008) | Three preselected brands (Polo, Gap and Levi's) | Multi-dimensional brand equity (MBE) and overall brand equity (OBE) models developed by Yoo and Donthu (2001) | College Students | Americans in the USA 100; South Koreans in USA 100; South Koreans in South Korea 100 |
| Lehmann et al., (2008), Study 1 | Preselected brands of soft drinks | 27 dimensions of brand performance were suggested based on extant literature; Aaker (1996), Fournier (1998), Ambler (2003),Keller (2002, 2008) and Keller and Lehmann (2003) and reports from commercial brand tracking approaches, including Young and Rubicam's Brand Asset Valuator (BAV), Millward Brown and Research International | Chicago (USA), Shanghai | USA – 100, China – 100 |
| Lehmann et al., (2008) Study 2 | Preselected brands of soft drinks, toothpaste and fast food | The same dimensions of Study 1, measured with 3 items per dimension | Chicago (USA), Shanghai (China) | USA -150, China – 150 |
| Broyles et al., (2010) | Preselected brand: KFC | Functional aspect consisting of perception of a brand's performance and quality (perceived performance and perceived quality); Experiential component consisting of brand's resonance and imagery | University Students | USA – 278, China – 300 |
| Hakala et al., (2012) | Beverages, computers and cell-phones | Explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. | University students | USA -198, Finland -129,France -231, Sweden- 185 |
| Yi-Cheon Yim et al., (2014) | Luxury brands including Armani, Burberry, Chanel, Gucci, Louis Vuitton, Prada, and Ralph Lauren | cultural dimension constructs (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) that are antecedent to consumer SNII and 2) the endogenous part of the model | College students | UK 174, Taiwan 209 |
| Isabel Buil et al., (2013) | Three product categories and six brands: Adidas and Nike for sportswear; Sony and Panasonic for electronics; and BMW Volkswagen for cars | Builds on Keller's (1993) and Aaker's (1991) definitions. Brand awareness was measured with five items that assess recall, recognition and familiarity of the brand (Yoo et al., 2000; Netemeyer et al., 2004). | General national population | UK -302, Spain-305 |