DOES BRAND EQUITY MEAN BRAND EQUITY? AN EMPIRICAL STUDY OF CONSUMER BASED BRAND EQUITY AND FINANCIAL BASED BRAND EQUITY

摘要

Responding to the call that marketing activities be related directly to financial and accounting values, marketing scholars have begun to demonstrate the direct financial impact of brand equity. Following the proposed direction, the purpose of this study is to investigate the relationships between financial based brand equity (FBBE) and consumer based brand equity (CBBE) with related constructs. The findings show that existing CBBE and related brand dimensions partially explain FBBE, namely Sustainability and Brand Experience. Product category contributes significant variance in explaining FBBE. Managerial implications and further areas for research are also presented.